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SPONSOR 



THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE 




lis is 
the spot 



■ 



m. TV MEN 

for a commercial bullying 

ADVERTISERS? 

Some big clients feel 
they are, but the webs 
contend the control is 
for the benefit of all 

Page 33 





She's in the pool but she's right at hand to hear your message, when you 
use Spot Radio. Multiply this listening by millions of vacationers and 
you'll know why Spot Radio pays off BIG for national advertisers. 



KOB Albuquerque 

WSB Atlanta 

WGR Buffalo 

WGN Chicago 

WFAA. . . . Dallas-Ft. Worth 

WKMH Detroit 

KPRC Houston 

KARK Little Rock 



r 



WINZ Miami 

WISN Milwaukee 

KSTP. Minneapolis-St. Paul 

WTAR Norfolk 

KFAB Omaha 

WIP Philadelphia 

KPOJ Portland 

WJAR Providence 

WRNL Richmond 



Radio Division 



KCRA Sacramento 

WOAI San Antonio 

KFMB San Diego 

KOBY San Francisco 

KMA Shenandoah 

KREM Spokane 

WGTO .... Tampa-Orlando 
KVOO Tulsa 




i 



Edward Petry & Co., Inc. 



The Original Station 
Representative 




How Blair-TV 
system cuts 
spot paper work 

Page 42 



What stations 
say about 4A's 
new rate card 

Page 44 

Suddenly if s 
summer: net 
tv's line-up 

Page 45 



DIGEST ON PA 




*K • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS 



A THE 




0* 



— to some, just a ship. To others, 
a monument to our great heritage . . 
diligently, almost reverently con- 
structed. In the same way, it often 
takes those who fully appreciate 
QUALITY to recognize it in today's 
better television stations. 

Represented by 




The Original Station Representative 



WFAA 




television Jet 

RADIO abc/rbc • DALLAS 

S«rvmg the greater DALLAS-FORT WORTH market 
BROADCAST SERVICES OF THE DALLAS MORNING NEWS 





sfc Five full Vz hours 
of local public serv- 
ice programming 
each week. 



While serving a single station market, 
WTHI-TV fulfills its public service 
responsibilities in a way that has gained for 
it the appreciation and support of its 
entire viewing area... a circumstance that/ 
must be reflected in audience response 
to advertising carried. 



WTHI-TV 

CHANNEL 10 • CBS-ABC 

TERRE HAUTE 

INDIANA 

Represented Nationally by Boiling Co. 




sponsor • 4 JUNE 1960 



3 



MORE 



for y° ur 
dollars 




on 

Nashville's 



WSIXTV 

Your BEST BUY 
On Cost Per 1,000 

WSIX-TV gives you . . . 

• MAXIMUM TOWER HEIGHT 

2049 ft. obove seo level . . . none 
taller permitted in this oreo by CAA. 

• MAXIMUM POWER 

316,000 powerful wotts . . . 
moximum — permitted by FCC. 

• MAXIMUM EFFICIENCY 

Moximum coverage ond low cost per 
thousond make WSIX-TV your most 
efficient buy in the rich Middle Tennes- 
see, Southern Kentucky, Northern Ala- 
bomo TVA orea. 



CHECK THESE 



FACTS: 



✓ TV HOMES -370,700 

✓ Population - 1,965,500 

✓ Effective Buying 

Income - $2,155,868,000 

✓ Retail Sales - $1,585,308,000 

Source Television Mogozine 



3 Vol. 14, Vo. 23 • 4 JUNE I960 

SPONSOR 

[the weekly magazine tv/raoio advertisers use 



DIGEST OF ARTICLES 

Are tv nets showing too much muscle? 

33 Some agencymen feel that since nets hopped into the show control saddle 
they've forgotten the adage that the customer sometimes is right, too 

Midwest hoopla moves color sets 

37 Distributor guadruples retail sales rate via heavy showroom traffic in 
Palm Sunday promotion. KMTV, Omaha, runs an all-day color schedule 

Color tv's edge in ad impact 

38 Study for WLW-T (TV), Cincinnati, indicates that color tv viewers 
recall tv ads better, are more apt to buy than black-and-« hite viewers 

Air media sends 'em to Salvage 

39 Downtown Salvage, a Memphis discount furniture outlet, spends $75,000 
on regional radio and television, draws 50% of trade from out-of-town 

Pencils get big push from spot radio plunge 

40 Pencil maker departs from conservative advertising of its field, stages 
promotional contest, briefs New Yorkers on rules via five radio stations 

How Blair-TV cuts paperwork 75% 

42 Vis-Avail system of speeding up station-rep-agency communication saves 
time and money, gives buyers more accurate information, better service 

4A suggests standard rate card 

44 Committee of 15 agency executives sets up sample forms for standardiza- 
tion of rate info, but some stations and reps think they're too general 

Suddenly it's summer: net tv's lineup 

45 Twenty-six shows will hit the tv screen this summer as replacements. ABC 
has one; CBS, 13; NBC, 12. Included in this section: Tv Comparagraph 



FEATURES 



12 


Commercial Commentary 


58 


Sponsor Hears 


56 


Film-Scope 


19 


Sponsor-Scope 


26 


49th & Madison 


82 


Sponsor Speaks 


64 


News & Idea Wrap-Up 


62 


Spot Buys 




8 


Newsmaker of the Week 








Picture Wrap-Up 


60 


Telepulse 


64 




31 


Reps at Work 


82 


Ten-Second Spots 


80 


Seller's Viewpoint 


78 


Tv and Radio Newsmakers 


52 


Sponsor Asks 


55 


Washington Week 



Member of Business Publications ■_■ 
Audit of Circulations Inc. tarn 

SPONSOR PUBLICATIONS INC. combined with TV. Ejecutive, Editorial, Circulation e««< 
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17, N. Y. Telephone: MUrrar 
Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: superior 7-9863. Birmingham 
Office: Town House, Birmingham. Phone: FAirfix 4-6529. Los Angeles Office: 6087 Sunset 
Boulevard. Phone: Hollywood 4-80B9. Printing Office: 3110 Elm Ave., Baltimore 11, 
Md. Subscriptions: U. S. SB a year. Canada & other Western Hemisphere Countries »» a 
year. Other Foreign countries $1 1 per year. Single copies 40c. Printed in U.S.A Address 
all correspondence tn 40 E. 49th St.. N. Y. 17, N. Y. MUrray Hill 8-2772. Published we.kt, 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore, Md. 

©1960 Sponsor Publications Inc. 



SPONSOR • 4 JUNE 1960 




Tseprewnied by Peiers, Grillin. Woodward. Inr 



WHO RADIO'S 
50,000 - watt voice 
reaches more peop le 
than any other 
single medium in Iowa! 



YOU may have recently read an advertisement 
that said Iowa is one of the top ten U. S. 
markets — because its "population of 2,747,300 ranks 
after New York, Chicago, Philadelphia, Detroit, 
Los Angeles and Boston." 

You may also question the propriety of comparing 
a state with a city. However, NCS No. 2 proved 
that WHO Radio's population coverage made it in 
fact America's 14th largest radio market — that sta- 



tions in only thirteen other markets in America 
reach more people than WHO Radio. So far as 
reaching people is concerned, WHO Radio belongs on 
any media list of 14 or more "largest U. S. markets." 

As an advertiser in the Middle West, you are con- 
cerned with people you can reach, rather than with 
population figures within city limits, within trading 
areas, or within state lines. WHO Radio does just that! 

Ask PGW for "the numbers." 



WHO 

for Iowa PLUS! 

Des Moines . . . 50,000 Watts 
NBC Affiliate 

WHO Radio is pan of Central Broadcasting Company, 
which also owns and operates 
WHO-TV, Des Moines; WOC-TV, Davenport 



Col. B. J. Palmer, President 
P. A. Loyet. Resident Manager 
Robert H. Harter, Sales Manager 

Peters, Griffin, Woodward, Inc., Representative! 



SPONSOR • 4 JUNE 1960 



5 



ms how: 
i WNBQ 

re's why: 
— Jomen make up 
-i eir minds . . . 
d their 

opping lists . . . 
the morning, 
i ! the pre - 
opping hours. 

ind more women 
itch WNBQ 
eekday mornings 
am till 12 noon) 
ian any other 
licago station. 

le more big reason 
alistic advertisers 
rant on WNBQ to 
') their selling in 
ie Chicago market. 

" Owned 
hannel 5 in 
hicago Sold by 
BG Spot Sales 



MON. THRU FRI. 




SUN. THRU 
SATURDAY 


STATION 


6 AM 
9 AM 


1 AM 
NOON 


NOON 
3 PM 


3 PM 
6 PM 


8 PM 

9 PM 


9 PM 
MID. 


WALB-TV 


% 
67 


% 
63 


% 
50 


% 
62 


% 
52 


% 
54 


STATION X 


32 


36 


49 


37 


47 


45 


OTHERS 


" * 




5f 


a 


# 


* 


TOTAL 100 


100 


100 


100 


100 


100 



FIRST 
CHOICE 

In the Albany-Thomasville, Ga. 
And Tallahassee, Fla. Area Is 

WALB-TV 

The Only Primary NBC 

Outlet Between 
Atlanta And The Cult 



NIELSEN — MARCH, 1960 



• Latest Nielsen figures cov- 
ering the Albany-Thamas- 
ville-Tallahassee area show 
mare people watch WALB- 
TV than any ather station! 

• In addition ta Albany, 
Thomasville, and Tallahas- 
see, Grade "B" coverage 
also includes Valdasta and 
Maultrie. 

• Make WALB-TV your first 
choice in this rich market 
with aver 750,000 people, 
aver $739 million spendable 
income. 



WALB-TV 



ALBANY, GA. 
CHANNEL 10 



Represented nationally by 
Venard, Rintaul & McCannell, Inc. 

In the South by James S. Ayers Co. 




NEWSMAKER 
of the week 



This week Grant Advertising shifts its U.S. headquarters 
to New York. For 23 years it was in Chicago, which con- 
tinues as site of the agency's international operations. Named 
exec v.p.-general manager of New York headquarters: 
Lyle Purcell, back in advertising after a four-year absence. 

The newsmaker: Lyle Purcell, who assumes complete 
authority for administration of Grant's new U.S. headquarters, is 
perhaps best known in the advertising world for contributions to 
the rise of marketing research in the hierarchy of agency tools. He 
did his pioneering work in this field at EBDO, where he was mar- 
keting and research v. p. from 1947 to 1956. 

Since '56, Purcell has been away from advertising, "though not 
far," as he puts it, serving as president of Select Magazines, circula- 
tion arm for such majors as Time, 
Life, Reader's Digest, etc. He's 
glad to be back and doesn't feel 
the agency business has changed 
enough during his four-year ab- 
sence to impede his reorientation. 

He does foresee a shift in em- 
phasis at Grant. "Their selection 
of a sales market research-market- 
ing man for this headquarters post 
indicates increased importance to 
be attached to marketing at the 
agency." He sees this as part of 
an industry-wide trend, and cites 
the career of Marion Harper, originally a market research man, now 
president of McCann-Erickson. 

Explains Purcell: "For maximum effectiveness an agency must 
embrace a total marketing concept. Creative ability to produce an 
ad is, of course, vitally important, but we also have to pay careful 
attention to distribution, quality of products, package design, and 
other factors that asset sales." 

The shift of Grant's U.S. headquarters marks the first step in con- 
solidation of the agency's 12 U.S. and Canadian offices. Until now 
a network of individual offices, Grant is reorganizing into a central- 
ized unit with its nucleus in New York. Purcell, who shoulders 
executive responsibilities in the consolidation, feels the concept 
behind it is too sensitive a subject to be discussed at greater lengths 
publicly at the present time. 

A native of Watertown, S.D., Purcell studied civil engineering at 
South Dakota School of Technology. From 1939 to 1945 he was a 
sales executive with the Zellerbach Paper Co., San Francisco. From 
there he went to the Druggists' Supply Corp. in New York, where 
he was sales manager until joining BBDO. Purcell is married, father 
of two children, and a grandfather. ^ 




Lyle Purcell, 



8 



SPONSOR • 4 JUNE 1960 




MGM-TV now offers DC 

THE BEST OF IflL 




or phone 




Broadway 
York 36, N.Y 
ion 2-2000 



Fun for everyone with Pete Smith! The whole family 
will want to tune in on these comedy 
treats which will build HILARIOUS HI RATINGS 
for your station any hour of the day or night. 

We've selected 101 of Pete Smith's very best 
specialties for perfect programming as a }4 hour 
show across the board or integrated into a pep-up 
comedy hour ... or spotted ahead or after a feature film. 

Hurry and get full information while your market is still open. 

P. S. (Programming Suggestion) 
Don't forget the 1S5 great M-G-M cartoons are still 
available first-run in a number of markets. 




The Moneylender and His Wife 
Quentin Matsys (1465?-1530) Flemish School 

To reach the BUYING ADULT AUDIENCE in Houston 

its K-NUZ -the NO. 1* BUY in HOUSTON 



.'. . at the lowest cost per thousand! 





SPONSOR 

Cdltor and Publisher 

Norman R. Glenn 

S«cr«tnry-Tr«atur*r 

Elaine Couper Glenn 

VP— Assistant Publisher 

Bernard Piatt 

EDITORIAL DEPARTMENT 
Executive Editor 

John E. McMiHin 

News Editor 

Ben Bodec 

Managing Editor 

Alfred J. Jaffe 

Senior Editors 

Jane Pinlcerton 
W. F. Miicsch 

Midwest Editor (Cblcagai 

Gwen Smart 

Film Editor* 

Heyward Ehrlich 

Associate Editors 

Jack Lindrup 
Gloria F. Pilot 
Ben Seff 
Lloyd Kaplan 
Walter F. Scanlon 

Contributing; Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Readers' Service 

Barbara Wiggins 

Editorial Research 

Helene Etelson 

ADVERTISING DEPARTMEN1 
Sales Manager 

Arthur E. Breider 

Eastern Office 

Bernard Piatt 
Willard Dougherty 

Southern Manager 

Herb Martin 

Midwest Manager 

Roy Meachum 

Western Manager 

George Dietrich 

Production Manager 

Jane E. Perry 

CIRCULATION DEPARTMENT 

Allen M. Greenberg, Manager 
Bill Osfelein 

ADMINISTRATIVE DEPT. 

S. T. Massimino, Assistant to Publisher 
Laura Olcen, Accounting Manager 
George Becker; Anne Marie Cooper; 
Michael Crocco: Syd Guttman; Willce 
Rich: Irene Sulzbach; Flora Tomadelli; 
Phyllis Waldbrand 



10 



SPONSOR • 4 JUNE I960 




Now KFBK is a full-time CBS 
affiliate. Top CBS news and enter- 
tainment features have been add- 
ed to the already diversified and 
successful McClatchy programs. 
This will provide a balanced for- 
mat which will attract more list- 
ener-loyalty than ever. And re- 



member that KFBK is already 
Number One in ratings 94% of the 
time, 6 AM to midnight (Pulse, 
April '59). 

Proven performance plus new 
CBS programming means your 
radio story gets across for sure 
on KFBK. 



KOH O RENO 

KFBK O SACRAMENTO 

H \ 

KBEE O MODESTO 

I \ 

KMJ O FRESNO. 

) \ 
KERN ° BAKERSFIEID 




McClatchy Broadcasting Company 

SACRAMENTO, CALIFORNIA 
PAUL H. RAYMER CO., NATIONAL REPRESENTATIVE 




SPONSOR • 4 JUNE 1960 



"SUNNY" is the 




The Western Coast of Florida, 
that is! If you're shootin' for 
adults in this territory, better 
hire the top gun . . . WSUN! 
"Sunny" is No. 1 in adult lis- 
tener ship, per 100 homes, 
throughout the entire 24- hour 
broadcast day! And - Pardner, 
WSUN delivers these adults at 
the lowest CPM, between 6 a.m. 
and 6 p.m., of any station in 
the heart of Florida !** 

♦Pulse, ll-'59 




Natl. Rep: VENARD, RINTOUL & McCONNELL 
S.E. Rep: JAMES S. AYERS 




by John E. McMillin 



Commercial 
commentary 

50 judges — 1,327 tv commercials 

To me the highspot of the SPONSOR-backed ^ , "]) 

First American Tv Commercials Festival at the 
Roosevelt last week was a minor "judges revolt" 
which took place just before noon on the final 
day. 

The judging panel, bleary-eyed and groggy 
from viewing and grading 1,327 entries in 22 
separate screening sessions, met to vote for the 
award-winners while the first luncheon guests were tinkling their 
cocktail glasses in the corridors outside. 

For most of us, the choices in the 26 product classifications — auto- 
motive, beer & wine, baked goods, etc. — were not too difficult. The 
voting in nearly every case was clear cut and decisive. 

But when we were asked to name the "Tv Commercial of the 
Year," or the "Best of Show," we flatly refused to do so. 

I thought our reasons were sound, healthy, and thoroughly pro- 
fessional. 

The judges, who included radio/tv and creative v.p.'s from many 
top agencies as well as such important client executives as Harry 
Schroeter of National Biscuit, Roger Greene of Philip Morris, Doug 
Smith of S. C. Johnson, Robert Young of Colgate, and Al Whittaker 
of Bristol-Myers, pointed out that it was absurd and unrealistic to 
try to select one top winner from a group of commercials with such 
widely differing sales objectives, copy approaches, production budg- 
ets, and product problems. 

How could you compare Chevrolet's elaborate two-minute Family 
Shopping Tour commercial with the Fresh deodorant entry? Or 
GE's institutional "Where does the money go?" with the imagina- 
tive and hard-working spot for Durkee's Minced Onions? 

All of them were tops in their fields. All, in our opinion, did 
magnificently the jobs for which they were prepared. 

But stacking one against another, and trying to choose between 
them, was like choosing between apples and oranges, eggs and as- 
phalt, nougats and nuclear reactors. 

An adman's ad show 

I know that Director Wally Ross, whose organizing genius and 
sleep-murdering attention to detail made the whole festival possible, 
was a little disappointed by our decision. 

There would have been great publicity and promotion values in 
having a "Best of Show" or a "Top Tv Commercial of the Year." 

But to me this sober insistence on professional judging standards 
was the keynote for the entire festival and made it easily the best 
advertising show I've ever seen. 

In the past I've griped and groaned about contests in which com- 
mercials and ads have been judged by non-pros — by PTA's, con- 
sumer panels, academic groups, or even businessmen without prac- 
tical experience in putting together advertising messages. 




12 



SPONSOR • 4 JUNE 1960 



• Adventure Syndicated Film, 8;30 Sunday night. 

• Sioux land Farmer, Wednesday and Friday, 12:15 PM. 

• Live Telecasts of the 2-day Iowa Boys' State Basketball Games. 



NO MATTER WHAT 




IT IS . . . 



MORE OF YOUR SIOUX CITY CUSTOMERS ARE WATCHING KVTV 



Mr. Dale Schreiner, Manager of the Wood- 
bury County Rural Electric Cooperative 
and co-chairman of the advertising commit- 
tee representing 12 Northwest Iowa REC's 
and two South Dakota Cooperatives said: 

"Our sponsorship of a half hour adventure 
program, the Siouxland Farmer Public Serv- 
ice Program and the Iowa Boys' State 
Basketball Tournament on KVTV*, have 
done much to improve our customer-member 



relations. At the same time they have been 
ideal vehicles to use in presenting the case 
for the REC's to the general public." More 
proof that no matter what time it is — day 
or night — more people in Sioux City watch 
KVTV. 

* Adventure Syndicated Film, 8:30 Sunday 
night. Siouxland Farmer, Wednesday and 
Friday, 12:15 PM. Live Telecasts of the 
2-day Iowa Boys' State Basketball Games. 




IKVTV 

CHANNEL 9 • SIOUX CITY, IOWA 
CBS • ABC 



PEOPLES 
BROADCASTING CORPORATION 

KVTV .... Sioux City, Iowa 
WNAX . Yankton, South Dakota 

WGAR Cleveland, Ohio 

WRFD Columbus, Ohio 

WTTM . . . Trenton, New Jersey 
WMMN Fairmont, West Virginia 



SPONSOR • 4 JUNE 1960 



13 




Commercial commentary (continued} 



Too often such contests degenerate into mere popularity polls 
with not the best but the most amusing, funniest, lightest, or prettiest 
entries getting the nod. 

The Tv Commercials Festival, however, sensibly grouped the com- 
mercials into manageable product categories, and the judges did their 
darndest to give out first, and second place awards on the basis of 
selling power, and the creativity, imagination, persuasiveness, and 
believability which had been applied to a sales problem. 

Not but what we didn't slip at times. 

When you sit for two solid hours, solemnly studying an uninter- 
rupted flow of minutes, 20's and I.D.s, you sometimes get pathetically 
grateful for a flash of humor or gayness which breaks the tension. 

Inevitably, commercials which give you such a lift are remembered 
and 'spotted. And sometimes, being human, you vote for them. 

A case in point was GE's "Nichols and May" commercial which 
took first place in the Appliance category. It is a brilliantly amusing 
Videotape presentation in which Mike Nichols and Elaine May con- 
duct a breathless, palpitating love scene in the midst of a refrigerator 
demonstration, and it brought chuckles from every one who saw it. 

But looking back now I am far from sure that, on the basis of 
advertising merit, it deserved the top award. I've seen other appli- 
ance spots (including many by GE) which worked much harder. 

On the whole, however, the judging was professional, and as Festi- 
val Chairman John P. Cunningham, pres. of C&W pointed out, no 
admen ever took their judging responsibilities more seriously. 

A tv commercial treasury 

Actually, the first and second place winners were the least impor- 
tant phase of the Commercials Festival. 

Far more interesting to working admen were the 250 commercials 
selected by the judges (from the 1,327 entries) as finalists in the 
competition. 

These form an invaluable treasury of current commercial prac- 
tices, and I hope will be seen by dozens more account men, copy- 
writers, and agency heads than managed to get to the Roosevelt. 

A study of these 250 finalists is bound to refresh your own think- 
ing about commercials, and, I believe, will greatly encourage you 
about the state of the advertising business. 

Certainly most of the judges with whom I compared notes were 
astonished and impressed by the creativity and imagination which 
was apparent in the commercials submitted. 

Another talk-producing point was the almost uniformly good 
taste of the entries in every category. 

A third comment was that there seemed to be no monopoly of 
technical sawy or sales ability among the agencies represented. 

Some of the bigger shops (notably JWT and Y&R) grabbed off 
a sizable number of awards. But 16 different agencies were repre- 
sented among the first place winners, and a good proportion of these 
were small or out of town companies. 

All in all, the First American Tv Commercials Festival was a 
heartwarming success, and one that the industry could be proud of. 

Next year, I am certain, it will be even more meaningful and im- 
portant. Wally Ross and his Commercials Council have learned a 
hundred valuable lessons about the staggeringly complex job of 
assembling, judging, and screening the nation's tv sales messages. 

But the I960 festival was a great start, and a truly great show. ^ 






5f. 



14 



Most Adult Viewers of All Cleveland 

TV Stations And that's not all ! Most women viewers of all Cleveland TV sta- 
tions... most local and national advertisers of all Cleveland TV stations, too. That's why, in Cleveland, 

plete without the WBC station . . . KYWATV^Cleveland 

Represented by Television Advertising Representatives, Inc. 



I 



WESTINGHOUSE BROADCASTING COMPANY, INC 




This is Deputy Dawg. 
best friend. Created 



J 




just fo: 



Deputy^nd his pals, Vincent Var 



Muskie 



ever 




and others, are par 
assembled to tickle 



No wTlljp 26 half-hours availabl 



everybody will love Deputy Dawg 



I 



Sales Primer 



lovable, brave and a (sales)man's 
^television by Terrytoons 



rGropher 



of the 





Li'l Whooper 

most joyful series 
feudiences, delight advertisers , 
[from CBS Films/5 Kids, parents, 
Sponsors nfr^HF^M pg p pr> iallvt 




CBS Films^^ the best film programs for all stations" 
Offices m New York, Chicago, Los Angeles, Detroit, Boston, St. Louis, 

San Francisco, Dallas, Atlanta. In Canada: S.W. Caldwell, Ltd. 



WABC-TV WJIM-TV 

NEW YORK LANSING 

W-TEN KTTV 

ALBANY- SCHENECTADY-TROY LOS ANGELES 

WFBGTV WMCT 



ALTOON A - JOHNSTOWN 



MEMPHIS 



WNBRV WKU-TV 

BINGHAMTON NEW ORLEANS 

NHDH-TV WOW-TV 

BOSTON OMAHA 

WBKB WFIL-TV 

CHICAGO PHILADELPHIA 5 

wcpo-tv wnc 

CINCINNATI PITTSBURGH 

WEWS KGW-TV 



CLEVELAND PORTLAND 



WBNS-TV WPf?0-TV 

COLUMBUS PROVIDENCE 

KFJZ-TV KGO-TV 

DALLAS -FT. WORTH SAN FRANCISCO 

WXYZ-TV KING-TV 

DETROIT SEATTLE -TACOMA 

KFRE-TY KTVI 

«KESNO ST. LOUIS 

WNHC-TV WFLA-W 

"HARTFORD-NEW HAVEN TAMPA-ST. PETERSBURG 



26 ways 
to spell 

OPPORTUNITY 

Each group of letters at the I 
presents a special opportunit 
to the advertiser. . . 
to build increasing volume 
in a major market through 
the prestige and selling-powe 
of a leading station. 
In representing these station 
our entire personnel and 
nation-wide facilities are 
centered on this objective: 
to supply advertisers and 
agencies with all the facts 
needed to take full advantage 
of these opportunities. 

BLAIR-TV 

Television's first exclusive 
national representative 



Most significant fw and radio 

news of the week with tnterpremUm 

in depth for basy reader* 



SPONSOR-SCOPE 



4 JUNE I960 
Cwrlaht ItM 
SPONSOR 
PUBLICATIONS INa 



Apparently N. W. Ayer didn't wait until its 1 June luncheon with reps in New 
York to decide on whether to deal directly with radio stations. 

There's action in this regard going on with the Pharmaco (Feenamint-Chooz) account 

Allan Cowley, Pharmaco ad manager, and Tom Schweizer, Ayer executive on the account, 
are reported canvassing radio stations in various markets on whether it's been their 
policy to grant local rates to national advertisers. 

The purported object: insist on the local rate wherever the practice prevails when 
Pharmaco gets around to placing spot schedules in July. 

(For details of what Ayer's aiming at see 28 May SPONSOR-SCOPE and watch for story 
next issue on the local rate situation) . 



There's one very sound reason why advertisers would prefer to exercise control 
over their nighttime tv network programs. 

If they've got their hand in the negotiations the way is clear for them to provide for the 
star doing the commercial. 

Obviously, such a contingency is not of utmost import to the networks, but, in practice, 
they've cooperated with sponsors in obtaining that chore from stars. 

Incidentally, the star of a network-controlled western yielded to the request for his com- 
mercial services after one of his sponsors agreed to lend him $75,000 for five years at 
5% interest. The star said he needed the money to make a pilot. 
(See page 33 for article dealing with network show control.) 



Don't be surprised if during its next fiscal year P&C puts a much greater em- 
phasis on the use of spot tv flights, despite the fact it will be sponsoring more network 
nighttime commercial minutes than ever before. 

The phenomenal success of the Duncan Hines cake mixes has had a lot to do with 
the company's increasing awareness of the necessity for frequent, hard-hitting spot campaigns, 
especially in markets where the sales potential is greatest. 

It's the technique, in essence, of moving in and out fast — a procedure that's often dispirit- 
ing to reps and stations — but one that has proved highly effective and economic for P&G 
on both introductory and established products. 



Considering the holiday, national spot tv was fairly active in the past week from 
the buying viewpoint. 

The action included: Ivory Liquid (Compton) ; Tide (B&B) ; Dreft (DFS) ; Lipton 
Instant Tea (SSCB) ; Instant Maxwell House (OBM) ; Helena Rubenstein (OBM) ; Campbell 
beans and franks and Kraft Parkay (NL&B) ; Prudential Insurance (Reach, McClinton). 

In spot radio Sunoco (Esty) renewedf or a 10-week flight, after a three-week lay- 
off; Northwest Airline and Hamms Beer (C-M, Minneapolis) beefed up their regional commit- 
ments. 



Spot tv, it appeared this week, will still get a sizeable share of Anahist's (Bates) 
$2.5-million budget for the coming cold remedy season. 

About half the money has gone for a weekly commercial minute on NBC TV's The 
Outlaws (S25,000) and ABC TV's The Roaring 20's ($27,000). 



SPONSOR • 4 JUNE 1960 



19 



SPONSOR-SCOPE contuuud 



To bring you up to date on how fractionalized nighttime sponsorship has become on the tr 
networks: As of the last week in March, 23% of the segments were sold in less 
than half-hours. 

Worth quoting: This 25% quota does not include alternate week sponsorships of 
half-hour shows, since this really reduces down to a quarter-hour per week. 

Here's a comparison over the past three years of the sponsored prime-time hours and 
half hours and the percentage of time placed with network spot carriers: 

YEAR TOTAL HR. SHOWS TOTAL ^-HR. SHOWS % SPOT CARRIER TIME 

1958 19 93 11% 

1959 22 79 15% 

1960 31 70 25% 

Note: SPOjNSOR-SCOPE estimates the share of network spot carrier time as of 
iMarch 1961 will run around 35%. 

Just to cite the case of one agency that's always been disposed to going outside the net- 
works for its nighttime fare: Esty will have R. J. Reynolds on eight shows this fall, 
and, for the first time, the advertiser won't control a single one of them. 

The eight will add up to 25 commercial minutes per week, a record load for Reynolds. 
In terms of weekly billings : S800-S850 thousand. 



P&G this week did the-bell-shall-not-toll-tonight routine for Y&R. 

The agency was told that it could hold the production staff of Brighter Day together, even 
though that serial was expiring 26 August : Y&R would be assigned the producing of As the 
World Turns, now in Benton & Bowles' shop. 

With the exit of Brighter Day, it looked for the moment as though Y&R were tak- 
ing its last how as a producing force in air media. 



You can get a valid argument on either side with regard to the degree of a 
summer slump for spot tv. 

One side will tell you that the strength of the retailing business and the fact that this is 
a political year presuppose a healthy outlook for spot. 

On the other side there are those who cite the trend among advertisers to use heavier 
schedules but shorten the term of their runs as forecasting a weighty summer slack-off, 
even though spot the first four months has been running substantially ahead of last year. 



An assignment that can't help but get comment in the trade: SSCB being made by 
Lever Bros, the new agency of record for the Jack Benny Show. 
JWT, which brought the show into the Lever fold, is the loser. 

Explanation: Benny will be selling Lipton Tea the coming season and SSCB is the agency 
for Lipton. 



Judging from what's been going on so far this selling season, Darwin's law of natural 
selection is running rampant in tv: The bigger fish eating the smaller fish — all 
down the line. 

To wit: The network nighttime spot carriers are raiding the daytime network ranks for cus- 
tomers and the network daytime camp, in turn, has been snagging them away from spot tv. 

All of which, as one rep observed sardonically to SPONSOR-SCOPE this week, puts the onus 
on spot to scour the field for advertisers "who will find spot so effective as to make them 
prospective targets for network sales." 



SPONSOR • 4 JUNE 1960 




SPONSOR-SCOPE comtumed 



ABC TV's latest step to counter its competitors' statistical proof that their day- 
time programing is oriented more to women viewers and less to youngsters : Installing 
a morning as well as an afternoon version of Day in Court. 

ABC admits that when it forayed into daytime the only way it could buck the other two 
networks was to program with fare that appealed to both women and children. 

Starting with October it will contend with the woman viewer exclusively with 
court episodes, serials and psychoanalysis sessions; plus audience participation programs. 

P.S.: In a daytime tv comparison delivery that NBC is circulating among agencies, that 
network shows it has 74% more average AA homes than ABC (3,693,000 to 2,130,- 
000) and an edge of 105% over ABC in average women viewers (3,011,000 to 1,469,000) 
per program 

Daytime network tv is taking its lumps, but it can still point to seven accounts 
that are giving their all to that side of the medium and to the extent of $1 million or more 
this year. 

The exclusively dayime group and their expenditures : H. J. Heinz, $2.6 million ; 
Frigidaire, $2.3 million; Ponds, $1.8 million; Gerber, $1.4 million; Leeming, $1 million; 
Dumas-Milner, $1 million; Nestle, $1 million. A missing perennial: Swift. 

Lever has been slower than usual in settling on its budget for the next cycle 
of network tv, thereby putting itself in the position of having to take the leftovers. 

Perhaps the company figures it'll be able to pick up some bargains. 

Probable related factors: A not-so-hot first sales quarter for the Lever line and 
hefty daytime cutbacks at both CBS TV and NBC TV. 

NBC TV the past week picked up $11.5 million in daytime renewals. 
The sources: P&G, 10 quarter -hours a week, $6.5 million; Miles Labs, four quarter-hours 
a week, $2.5 million and Alberto-Culver, four quarter-hours weekly, $2.5 million. 

Latest competitive line that ABC TV is brandishing re nighttime: It's done better 
than CBS TV and NBC TV in increasing total commercial home viewing hours. 

Using the national Nielsen data for January through April seven nighs a week as a base, 
ABC has fashioned this comparison of total weekly sponsored hours delivered on the 
average of U.S. tv homes : 

NETWORK 1960 1959 PERCENTAGE CHANGE 

ABC TV 197,500,000 156,500,000 +26% 

CBS TV 228,500,000 233,900,000 — 2% 

NBC TV 190,400,000 189,300,000 + .5% 

Cost-per-thousand, with the same base: ABC, $2.98; CBS, $3.31; NBC, $3.95. 

Advertisers can pick up some comparatively low-priced nighttime commercial 
minutes in spot carriers for the fall at NBC TV right now. 

Samples of these: Mike Raven, $23,000; the Outlaws, $25,500; Riverboat, $25,000. 
For comparison, Laramie and Bonanza's price: §34,000 per commercial minute. 

CBS TV isn't letting ABC and NBC get away with the bonus idea in selling day- 
time at reduced prices. 

Some agencies have been informed by CBS in advance that it's devising a new daytime 
plan whereby bonuses will be available: Something like getting a newly scheduled show 
for less if the customer is already in daytime with a weekly quarter-hour. 

PONSOR • 4 JUNE 1960 21 



SPONSOR-SCOPE comtinued 



The SRA's board of directors last week voted unanimously to support SPON« 
SOR's joint efforts with the Standard Spot Practices Committee to induce stations to adopt 
a proposed standardized billing form. 

The form has been endorsed by 65 top agencies, representing practically all the leading 



buyers of spot. 

(See 28 May issue, page 42, for article on and copy of the billing form.) 



ABC TV's crashing of the football spectrum has brought the network another 
$1,190,000 in sponsor money. The sources: 

Pre-NCAA games' program: nine dates to Union Carbide (Esty) and three to Willard 
Batteries (Meldrum & Fewsmith), totalling $420,000. 

Post-NCAA games' program: six dates to Bristol-Myers and seven to General Mills, 
for a total of $450,000. 

All-Star Football game (12 August) : Carling Brewing, a half, and Revlon and R. J. 
Reynolds for a quarter each, totalling $320,000. 

Expected lineups: 180-190 live, a goodly share of them CBS and NBC affiliates. 

Look for Detroit from here on out to do less blind-flying in its buying of tv and 
to pay more attention to the socio-economic ramifications of its audiences and less to 
the ratings. 

In other words, the automotive giants will focus their analysis of programing toward data 
revealing the types of homes viewing shows already on the air or who would be in- 
clined to tune in on prospective programs. 

At present it looks as though the tv networks will be without a single new- 
comer to its nighttime schedules this fall. 

What saved the networks from a similar situation last year was Standard Brands' entry 
with the not-so-fruitful Fibber McGee & Molly series. 

By the way, Standard Brands seems to have pulled out of network tv altogether 
and is going spot tv exclusively, with the plum at least $3 million. 

The swing of the pendulum away from westerns and toward "happy" program 
fare will become manifest even before the curtain goes up on network tv's 1960-61 
lineup. 

Of the 14 summer replacements due for sponsorship only two are westerns, while six 
fall within the "happy" climate. The balance: crime suspense, 3; variety, 2; repeat spe- 
cials, 1. 

(See page 45 for full summer replacement schedule.) 



Here's an updated calculation (March 1960) of the number of commercial impres- 
sions the 45.2 million tv homes are exposed to — worked up by Nielsen at SPONSOR- 
scope's request. 

Per day: 4,791,200,000. 

Per week: 38,329,600,000. 

Per month (30 days) : 143,736,000,000. 

Assumtions in this estimate: Five spots per quarter-hour, two at stationbreak and three 
in body of program, at all times except from 7 p.m. to 11 p.m., when the base becomes six 
spots per half hour, three at the break and three in the program. 

For other new* coverage In this Issue, see Newsmaker of the Week, page 8; 
Spot Buys, page 62; News and Idea Wrap-Up, page 64; Washington Week, page 55; sponsor 
Hears, page 58; Tv and Radio Newsmakers, page 78; and Film-Scope, page 56. 



SPONSOR • 4 JUNE 1960 




SPONSOR • 4 JUNE 1960 



23 




Seven men capture 
the most responsive audience 
in daytime television! 

Giant audiences, too... as you can see from 
the record on the right. 

These men are alive— alert, spontaneous- 
seven top salesmen who operate in broad 
daylight. They attract the ladies; entertain 
them; and lead them gently but firmly into 
a sales story woven deftly into their plot. 

Gallup & Robinson reports this is by far 
the most effective selling approach for the 
sponsor. G&R says your sales message can 
attain a 32% greater impact over the av- 
erage commercial when a star is person^***, 
ally involved in its presentation. J* 

Many astute advertisers have learned this 
the profitable way. Among those adver- 
tisers who have recently established them- ^ 
selves in the new NBC daytime' lineup 
are Brown and Williamson, Knox Gelatin,** 
Coty, General Mills, Jergens, Mennen, 
Colgate-Palmolive, Thomas Leeming Co., 
Mentholatum, Plough Chemical, Purex, 
and Proctor Electric. 

No wonder! NBC has the highest average 
share of daytime audience (38.2) for the 
second consecutive month. And it's deliv- 
ered at the lowest cost per thousand ($1.25) 
of any network. 

LOOK WHAT'S HAPPENING 
IN BROAD DAYLIGHT ON 




JACK BAILEY 




AYBifDOUGH RE MI" 40.7 SHARE 2,255,000 AVERAGE HOMES PER MINUTE 



> EEN FOR A DAY" 35.0 SHARE 2,603,000 AVERAGE HOMES PER MINUTE 




SOURCES NATIONAL NIELSEN. APRIL I AND II. 1960. INCLUDING SPONSORED AND SUSTAINING PROGRAMS 
NIELSEN ESTIMATED COST PER THOUSAND PER COMMERCIAL MINUTE. MARCH-APRIL. I960. 




< 
z 

o 



PHILADELPHIA 

7R 0% 

§ l## Share 

CINCINNATI 

50 4% 

Share 

SYRACUSE 

73. 

CHARLESTON, S.C. 

73. 



stations 

29.5 

Rating 



stations 

19.2 

Rating 



stations 

38.1 

Rating 



0 

Share 



stations 

43.0 

Rating 



0 

Share 



< 



TOPS 

EVERY OTHER 
SYNDICATED 
SHOW IN THE 
MARKET! 



INDEPENDENT 
TELEVISION 
CORPORATION 



468 Madison Avenue • N.Y. 22 . PL 5-2100 





49th and 
Madison 



Muddled mugs 

Mam' thanks for the great send-off 
on mv promotion to sales manager 
for WHEC-TV, as seen in the "Tv 
and Radio Newsmakers" column of 
the 7 May issue. 

The only thing is. every morning, 
when I look at this mug of mine in 
the mirror shaving. I can't seem to 
realize it belongs to Jim Duffy, na- 
tional sales director for ABC radio. 

Anyway, you couldn't have done a 
better job of switching the pictures 
of two good Irishmen. Thanks again 
for the plug, and "top o' the morn- 
in' " to that fella of the House of 
Duffy at ABC. 

John J. Codv 
WHEC-TV ' 
Rochester, A . Y. 

Fine tribute 

Your commentary on Bill Ramsey 

("Commercial Commentary," 7 May) 

was a warm and nostalgic tribute to 

Bill's era as well as to Bill himself. 

No one else in the trade press 

marked Bill's retirement. 

Dan P. Ryan 

Tatham-Laird, Inc. 

Chicago, III. 
* * * 

This is just an item for your fan 
mail file but I thought the Bill Ram- 
sey tribute such a warm and gracious 
one, I just want to say, swell! 

Joseph C. Donohue 
communications consultant 
Hollywood, Calif. 

More thoughts on fm feature 

In view of your 30 April fm feature 
story, I feel compelled to write a 
letter to the editor. 

We were more than a little upset to 
find that Indianapolis was ignored in 
the list of markets where fm pros- 
pects are especially bright. 

( 1 1 WFBM FM i mid-America's 
most powerful fm station) covers an 
area encompassing nearly 200.000 fm 
homes. Penetration is 25.1 — more 
than 10.000 fm homes have been 



added since we went on the airl 
Thanksgiving Day, 1959. 

( 2 I Vi FBM-FM is separately pro- 
gramed and separately sold ! Although 
we originally programed between 2 
p.m. and midnight, results were such 
that we, as of 9 May, have extended 
our hours of operation to full-time 
(6 a.m. to 1 a.m. weekdays: 7:30 
a.m. sign-on Sundavs). 

(3) When WFBM-FM exhibited at 
last fall's Hobby Show, more than 
40.000 people visited our booth — 
vitally interested in fm. 

As you. we believe firmly in the 
future of fm — the golden opportunity 
exists right now. 

John F. Hurlbut 
WFBM 

Indianapolis 

* * * 

In your fm article, you listed the 
fm set penetration in different mar- 
kets. The figure of 29.5% for the 
5-county Kansas City metropolitan 
area listed is about two years old. 

The correct fm set figure for this 
market is 34% according to Verifak 
Surveys (October, 1959 i on the basis 
of 25.000 completed phone calls. 

Bill Slamin 
radio promotion 
KCMO 

Kansas City, Mo. 

* * * 

Congratulations on your excellent 
article of 30 April re fm radio. 

If reprints are available please 
enter our order for 100 copies. Thank- 
ing you in advance. 

Cortlandt T. Clark" 

KLSX 

Seattle, Wash. 

* * * 

We thought the fm story in the 30 
April issue of sponsor was well- 
timed, well-written, and certainly was 
well-received by our sales staff who 
needs this type of ammunition. 

A. Richard Robertson 
prom. & mdsg. mgr. 
KROS 

San Francisco 



1 



SPONSOR • 4 JUNE 1960 




SUMMERTIME IS 
BETTER VIEWING 
TIME IN 

SOUTH FLORIDA 

Summer- Winter 
Sets-ln-Use Comparison 

9 a.m.— Midnight Mon.thru Fri. 

A! ARB 
Feb.-Mar.1S60 August 1959 

26.2 29.6 



WTVJ — among all media — delivers South Florida's 
largest daily circulation! Only WTVJ will give 
your schedule complete coverage of the South Florida market. 
Obtain the facts of WTVJ's exclusive, total coverage 

of South Florida from your Peters, Griffin, Woodward Colonel. 



WTVJ 




SOUTH FLORIDA 




REPRESENTED NATIONALLY BY PETERS. GRIFFIN, WOODWARD. INC. 



NETWORK PROGRAMME 1 

AIR POWER • CODE THREE • SAN FRANCISCO BEAT • NAVY 
SHOTGUN SLADE • TRACKDOWN • THIS MAN DAWSON • 26 

THF PAI IFORNIANS . THF unNmimMPK . UE> iniuc AMr 






wpix-11 is the "Network Station" for Spot Advertisers in New York! Ther 
are more opportunities to sell in a ' 'network atmosphere" on wpix-11 durin 
prime evening hours than on any other station. And Nielsen has proved tha 
wpix audience incomes, home ownerships, jobs, etc. are the same as on th 
leading network station! You'll never find "mail order" or over-long commer] 
cials on wpix-11. You will find important looking programs, only the besi 
advertisers and a proved quality audience ... on a station that has a health^ 
respect for the rate card. Where are your 60-second commercials tonight* 



we 



really 

rate 
down 

on the 
farm 



This coveted Animal Agriculture Award was presented to KWTV's 
Farm Director Wayne Liles at the 52nd Annual Convention of the 
American Feed Manufacturers Association in Chicago. 

The basis for judging KWTV's Wayne Liles the National Winner, 
is set by the Association as follows: 

1 • Interest and ability to hold the farmers' attention, convey the 
latest information and stimulate constructive action. 

2. Encourage most economical production of livestock and poultry 
of highest quality, fitting best into market demands. 

3. Good balance between management, nutrition, breeding, animal 
health, labor saving, finance, marketing, consumer education, 
and youth activities. 

4. Participation in field days, tours, contests, special promotions 
and assistance in animal agriculture activities. 

5. Results from the above activities in terms of special develop- 
ments. 



Morning News and Farm Markets 

7:30 to 7:45 A.M., Monday through Friday — News of rural 
interest with livestock reports direct from Oklahoma 
City stockyards.. Also grain and poultry markets. 



KWTV Farm 
Programming 



... in fact, 



Farm News and Markets 

12:15 to 12:30 P.M., Monday through Friday — Farm news 
with daily film reports on livestock quotations, with 
owners name and address, class and grade of stock, 
weights, prices, and name of purchasers. 

Saturday Farm Show 

12:30 P.M., Saturday — The emphasis is on state farm youth 
activities in 4-H, FFA and FHA. 



KWTV's Farm Director Wayne Liles 

is 1959 National Winner 
of the Animal Agriculture Award 

for Farm Directors 



n 



OKLAHOMA CITY 



30 



SPOiSSOR • 4 JUNE 196<| 




Form youth eccemplishmenls ere contin- 
uolly spotlighted by KWTV. Associote Farm 
Director Jim Hedrick (second from left) 
interviews Grond Chompion lomb owner 
at livestock show, os purchoser ond Oklo- 
homo Governor Edmondson (for right) 
look on. 




'J 



Cottle is Oklohomo's mojor product in the 
stote's No. 1 industry— Agriculture. Live- 
stock reporter Bill Hore shoots film for the 
video portion of KWTV's doily morket 
report. Hore reports oudio portion direct 
from the stockyords. 



Com tte KM TV 
54-CouHftf Community bom 

\Th TOWER witt SAlEfyowet 

EDGAR T. BELL, General Manager 
JACK DeLIER, Soles Manager 



I 



Reps at work 




Hank O'Neill, The Boiling Co., New York, finds that to include 
more than one product of a single advertiser in computing weekly 
discounts is, in most instances, illogical. "This method of discount 
under the loose ground rules in which it exists in our business is 
found in few other industries. For instance, it's true one can buy a 
mixed case of liquor at the case 
price and that it needn't be, say, 
all Scotch. However, I can't con 
my liquor store into allowing me 
the case price for 12 bottles of 
Scotch bought separately over sev- 
eral months. Even though I'm 
buying the equivalent of a case, 
my dealer figures he has the cost 
of 12 sales rather than one. He 
discounts on a case because it's 
one sale, by one salesman, on one 
invoice." Hank recommends al- 
lowing all of an advertiser's announcements to count for yearly, not 
weekly, frequency, with maximum discounts as the reward. "The 
combining of products for weekly plans is costly to coordinate, espe- 
cially among the various agencies of one client. It constantly fluctu- 
ates the cost and efficiency of a schedule from one week to the next." 

Tom Tilson, Television Advertising Representatives, Inc., New 
York, feels that the only way to achieve truly effective national cover- 
age when buying network is to support it with spot. "Too many 
advertisers are employing the 'underground sprinkler system' on the 
assumption that a national campaign (whether network tv, or radio, 
^^^^^^^^^^^^^^^^^^ or magazine) automatically deliv- 
ers equal advertising pressure 
throughout the country. An adver- 
tiser can't just turn on the faucet 
like a home owner and assume 
that the entire lawn will be wa- 
tered evenly. The so-called Ameri- 
can mass market is merely an ag- 
gregate of many individual, spe- 
cific markets. Companies that can 
count on the greatest success will 
be those that take account of the 
geographic differences that go into 
making up this mass market." It follows, Tom reasons, that national 
advertisers should rely less on national averages and operate more 
on a inarket-by-market basis. "Spot television enables advertisers 
to tailor campaigns in accordance with the specific needs of each 
market. It's the ideal medium to provide maximum directed impact." 




^ SPONSOR e 4 JUNE 1960 

tl 



31 



Flonrfo State News Bureau photo. 



"WHERE THE LIVIN' IS EASY 

AND FOLKS SPEND MONEY YEAR-ROUND ENJOYING IT! 



The 52 county Tallahassee, Florida — 
Thomasville, Georgia area, served exclu- 
sively in its entirety by WCTV, is far en- 
ough South to afford its happy citizens 
year-round good living yet far enough 
North to permit it to escape the feast-or- 
famine business climate sometimes result- 
ing from tourism. 



This means high-level year-round spend' 
ing - - - Tallahassee actually stands fifth 
in the U. S. in retail sales per household*. 
That's why so many leading brands place 
strong, long-term spot schedules on 
WCTV. Get the full story from Blair Tele- 
vision Associates. 

'Annual Survey of Buying Power, 1959. 




WCTV 



TALLAHASSEE 




<6> 



THOMASVILLE 



a John H. Pkipps 
Broadcasting Station 

BLAm TELEVISION ASSOCIATES 

National Representatives 



32 



SPONSOR • 4 JUNE 1960 



+ SPONSOR 



4 JUNE 1960 



THE DISPUTE 
OVER NETWORK CONTROL 



CLIENTS SAY: 
"Since they've hopped into 
the show control saddle, 
tv nets are starting to 
act too dictatorial." 




NETWORKS SAY: 
"Control came to us with 
sanction of agencies, so 
we've got to program to 
benefit all— not a few." 



ARE TV NETS BULLYING CLIENTS? 



^ Some advertisers and agencymen feel the networks 
have forgotten that the customer is sometimes right 

^ But they also know that the process that brought 
nets into show control went on with their own consent 



i^^W along Madison Avenue there 
are rumblings of discontent about the 
way things are turning out now that 
the balance of show control has 
swung over to the tv networks. (This 
fall nets control some 84 out of 109 
nighttime shows.) 

Here are what the gripes of a 
number of agencymen and adver- 
tisers boil down to : 



• That networks are feeling their 
new power, are assuming a rather 
dictatorial attitude. 

• That television creativity has 
fallen into two few hands, with the 
attendant danger that tv fare event- 
ually may suffer. 

• That while networks assume re- 
sponsibility for programing, it is still 
the advertiser who pays, and he is 



not protected by sufficient escape 
hatches if a show fails. 

• That program costs are bound 
to be much higher than those that 
used to be obtainable when deals 
could be made in the open market. 

• That networks are more con- 
cerned with building their own night- 
time program blocks than with the 
advertising objectives of their clients. 

• That many independent pro- 
ducers, who were responsible for 
some highly successful tv shows in 
the past, are being squeezed to the 
wall. 

• That sometimes a network's 
idea of treating with an agency cap- 
sules into "Take it-or leave it." 

In short, what these admen are 



SPONSOR • 4 JUNE 1960 



33 



sa\ing is. "Since we are the custo- 
mers, wt'd like to be right — at least 
some of the time." 

Mam of the complaints are made 
with mixed feelings. This is because 
a number of agencv men and clients 



who have been around since the ad- 
vent of tv realize that — bitter as the 
fruit may be — they are reaping today 
the harvest of their own planting. 
And also because there is consider- 
able to be said on the network side. 



In the present situation, it must be 
remembered that the swing of the 
pendulum from client and agency 
show control was not a sudden one. 
The process has been evolutionary — 
a quiet, gradual shift that began al- 



ONLY A HANDFUL OF NIGHT NET TV SHOWS (IN REuli 



I 



7:30 



8:00 



8:30 



9:00 



9:30 



10:00 



10:30 



SUNDAY 

ABC CBS NBC 



Maverick 
w 



Lawman 



w 



The Rebel 
w 



The Islanders 
A 



Churchill 
Memoirs 



Dennis The 
Menace 

Kellogg 
Best Food 
S.C 



Ed Sullivan 
V 



GE 
Theatre 

GE 



Jack Benny 
C 



Candid 
Camera 



What's 
My Line 
A-P 



(continues 
from 7) 
Shirley 
Temple 

Dr 



National 
Velvet 



Tab 
Hunter 



Chevy 
Show 
Chevrolet 



Loretta 
Young 



Dr 



This Is 
Your Life 



MONDAY 

ABC CBS NBC 



Cheyenne 
w 



Surfside 6 
A 



Adventures 
in Paradise 
A 



Peter Gunn 

Bristol-Myers 
Reynolds 
Tob. 

My 



Oh Those 
Bells 
S.C. 



For Pete's 
Sake 
S.C 



Bringing Up 
Buddy!?) 

Scott 
Lever 
S.C 



Danny 
Thomas 

General 
Foods 
S.C 



Andy 
Griffith 

General 
Foods 
S.C 



Hennessy 

General 
Foods 
Lo illard 
S.C. 



Face 
The 
Nation 
P.S. 



Riverboat 
A 



Wells 
Fargo 



w 



Klondike 



Dante 



Barbara 
Stanwyck 



Jackpot 
Bowling 



Sp 



TUESDAY 

ABC CBS NBC 



Bugs 
Bunny 
C.C. 



The 
Rifleman 



PIG 



W 



Wyatt Earp 
w 



Stagecoach 
West 

W 



Alcoa 
Presents 
Dr 



Station time 



Station time 



Father 
Knows Best 
S.C. 



Dobie Gillis 

Pillskury 
Philip Morris 
S.C. 



Tom Ewell 

Quaker Oats 
PIG 

S.C. 



Red Skelton 
C 



Garry Moore 
V 



Laramie 
W 



Alfred 
Hitchcock 

Lincoln- 
Mercury 

My 



Thriller 
(Anthology) 

My 



Specials 



K*y W Western. A: Adventure. S.C. : Situation comedy. Dr: Drmmm. My: Mystery. A-P: Audience Participation. P.S.: Public service. V: Variety. D: Documentary. 

t'Tnedy rc Cartoon lumlr. Mus.: Music. S: Sport*;. NOTE: Where nets control shows, clients are not listed. 



34 



SPONSOR • 4 JUNE 1960 



most with the first days of tv. And 
it has been taking place with the con- 
sent (often tacit) of most agencies 
and advertisers. 

The final shove in the direction of 
network control came during the past 



year — and with the full blessings of 
the U.S. Department of Justice. After 
the tv scandals hearings by the House 
Committee on Legislative Oversight, 
someone was bound to be named a 
responsible party in tv programing 



— and the networks were elected. 

Since nets have assumed the re- 
sponsibility, they have taken the ex- 
pected view that they are entitled to 
the final say on what is aired. And 
since the three networks are commit- 



KG ARE CLIENT-CONTROLLED: NETS CONTROL ABOUT 80% 



IDNESDAY 

AlVBS NBC 



Wagon Train 
w 



The Price 
Is Right 
A-P 



Perry Como 
V 



Peter Loves 
Mary 



P&G 



S.C. 



Open 



THURSDAY 

ABC CBS NBC 



Guestward 
Ho! 
S.C. 



Donna Reed 
S.C. 



The Real 
McCoys 
S.C. 



My Three 
Sons 

Chevrolet 
S.C. 



The Un- 
touchables 
My 



Anthology 
(?) 

Dr 



To Tell 
The Truth 
A 



Ichabod 



W 



Zane Grey 

S. C. Johnson 
Gen Foods 
W 



Angel 
S.C. 



Ann 
Sothern 

General 
Foods 
S. C. Johnson 
S.C. 



Open 
A-P 



June 
Allyson 

DuPont 



Dr 



The 
Outlaws 
W 



Bat 
Masterson 
W 



Bachelor 
Fathe r 
American 

Tob. 
Whitehall 
S.C. 



Tennessee 
Ernie Ford 
V 



Groucho 
Marx 
A-P 



Lawless 
Years 
A-P 



FRIDAY 

ABC CBS NBC 



Room For 
One More 
S.C. 



Harrigan 
&Son 
S.C 



The 
Flintstones 
S.C. 



77 Sunset 
Strip 

My 



The 

Detectives 
My 



The Law 

and 
Mr. Jones 



P&G 



My 



Rawhide 
W 



Route 66 

Chevrolet 
Philip Morris 
Sterling 

A 



Mr. Garland 
Plymouth 



Twilight 
Zone 



Public 
Service 
News 



Raven 



Open 



Bell 
Telephone 
Hour 
Mus 



Michael 
Shayne 
My 



SATURDAY 

ABC CBS NBC 



The 
Roaring 
'20's 



Leave It 
To Beaver 
S.C. 



Lawrence 
Welk 
Mus 



Saturday 
Night 
Fights 



Perry 
Mason 
My 



Checkmate 

Brown & 
Williamson 
Kimberly- 
Clark 

W 



Have Gun, 
Will Travel 
W 



Gunsmoke 
W 



Station 
time 



Bonanza 
W 



Tall Man 
W 



The Deputy 

General 
Cigar 

W 



World 
Wide 60 
or 

Other Public 
Service 
P.S. 



Open 



SPONSOR • 4 JUNE 1960 



35 



ted to a policy of making money out 
of their respective operations and are 
in competition with each other, it 
was inevitable that thev would form 
their programing blocks according to 
their own strategies for audience- 
getting. 

In so doing, the nets feel that they 
are best serving the interests of their 
advertisers. They feel their program- 
ing experience is heavy, and they 
also feel that a strong slate of shows 
which runs a good chance of domi- 
nating the ratings is better for all 
the advertisers. Thus the networks 
are more concerned with the over-all 
line-up than with a single half-hour 
stanza. And as long as a net con- 
trols such a full evening's block, it is 
safe from the threat that raids by 
another network may result in one 
advertiser pulling out and moving 
over into the raider's camp, thereby 
spoiling the whole program block. 

"There's a lot to be said," an ad- 
man told sponsor, "for both the 
agency complaints and the network 
position. But it must be remembered 
that the agencies were not adverse to 
giving up control of shows. It was 
a different thing back in the heyday 
of net radio (when agencies con- 
trolled practically all the shows) be- 
cause radio shows were a good deal 
less costly to produce. Then it was 



possible to try out a new show with 
an audition that represented ail in- 
vestment of only about $5,000. To- 
day, in tv, a pilot film alone runs 
at least $50,000 and up. The un- 
happy fact is that in most cases it is 
economically unsound for an agency 
to control a tv show." 

On top of this, the agency that 
controls a network tv show has little 
chance to recoup a loss on it if it 
fails. The average agency doesn't 
want to be in the business of show 
re-sales. On the other hand, the net- 
work is in a good position to recoup 
through residuals. 

As for experimenting with new 
show properties, it is generally agreed 
by admen that networks are much 
better able to afford the stakes. 

Just the same, many admen ask: 
"Is it good for the industry that the 
whole selective procedure is concen- 
trated today in so few as three units 
— that is, in the hands of the three 
tv networks?" Quite a few admen feel 
that it isn't. 

First, such concentration is con- 
sidered running counter to the basic 
tenets of anti-monopoly that govern 
all U.S. industry. Advertisers — who 
themselves are forced to observe the 
anti-trust laws in their own manufac- 
turing businesses — tend to look upon 
the tv situation as a case where the 



nets are getting awa) with something 
which they can't. 

The second objection is that net- 
work control is turning almost all 
production business over to only a 
handful of studios (it has been esti- 
mated that four major tv film pro 
ducers control about 85% of all net 
work business). The other and small- 
er producers are feeling the pinch; 
for them, there is virtually no one to 
sell to anymore except the networks. 
Syndication to local markets is their 
last stand. 

That networks have been showing 
some degree of muscle cannot be 
denied. There are practically no 
franchise holders anymore — P&G is 
just about the last of this vanishing 
breed. As for giant General Mills, 
another of the few hold-outs for show 
control, it probably got its break on 
filling in the CBS TV Monday night 
block this fall largely because its 
shows are exactly what the net wants 
to maintain its own "happy" image — 
situation comedies. 

On both sides, there is some de- 
gree of optimism that things will 
work out for the best. Meanwhile, 
the agency and advertiser complaints 
may continue — the same complaints 
of any shopper who can't always find 
just what he wants or feels the sales- 
people ought to be sweeter. ^ 



WHEN AGENCIES WERE IN THE SADDLE: Bad in the '40's, admen like B&B's producer/ i P»l 
director Art Richards (I) ran the control room. Photo is from B&B-produced Perry Moson ; g 



i y im wt 'if ir ii i:;ii 




SPONSOR'S 
new dateline 

Starting with the next 
issue, SPONSOR will carry 
a Monday instead of a 
Saturday publication date. 
The next issue will be 
dated 13 June, instead of 
11 June. 

The ehange in publish- 
ing date will not affeet the 
time readers reeeive their 
weekly issues. But it will 
enable SPONSOR to pro- 
vide better coverage of the 
news. (For more details 
see editorial on page 82.) 



main nun 



36 



SPONSOR • 4 JUNE 1960 



THEATER-LIKE setup by Omaha dealer (Sol Lewis Co.) attracts curious to view color tv in Palm Sunday promo- 
tion by RCA regional distributor, The Sidles Co. Lewis and other dealers did not push sales on Sunday, took names 



COLOR TV DEVELOPMENTS, # 1 

Midwest hoopla moves color sets 



W Iowa-Nebraska distributor quadruples rate of sales 
via heavy traffic in dealers' showrooms on Palm Sunday 

W Five stations take part in event, which included 
first all-day color schedule in history by KMTV, Omaha 



^The Sidles Co., Omaha area dis- 
tributor for RCA, was tallying the 
results last week of one of the most 
successful color set promotions un- 
dertaken in recent years. 

The promotion, highlighted by the 
first sign-on-to-sign-off color program 
schedule, nailed down firmly the con- 
cept that promotions are an effective 
— and even necessary — device to 
move color sets. 

Held on 10 April (Palm Sunday 1, 
the promotion was a joint effort in- 
volving Sidles, five tv stations and 
more than 100 dealers in the Iowa- 
Nebraska area serviced by the dis- 
tributor. 

It resulted in retailers moving 200 
RCA color sets during the week pre- 
ceding and following Palm Sunday 



in the two-state area. The normal 
sales rate is about 25 sets a week. 

Perhaps even more important is 
the fact that 25,000 people watched 
color shows aired on the five stations 
during Palm Sunday in dealers' show- 
rooms and other locations. 

Accolades for the first all-day (17 
hours') color tv schedule go to 
KMTV, Omaha. Seven hours of this 
were network programing, obligingly 
provided by NBC. Also carrying the 
network schedule were WHO-TV, Des 
Moines: KWWL-TV. Waterloo, la.; 
KNOP-TV. North Platte. Neb.; 
KHAS-TV, Hastings, Neb. The Des 
Moines station also carried two hours 
of local programing. 

The promotion buildup consisted 
of personal appearances by Vaughn 



Monroe, 150 tv spots on all partici- 
pating stations, 100 radio spots in 
three markets, and newspaper ads in 
five cities. A rose bush premium for 
49^ also attracted traffic to the deal- 
ers' show-rooms. 

Sidles executive Ken Donahoe 
called the affair the "most successful 
color promotion we have ever had, 
anywhere ... a perfect promotion." 

Since Sidles has held similar pro- 
motions in the past, this was not idle 
hyperbole. As a matter of fact, Sidles 
is planning an identical promotion in 
the fall when the new line of color 
sets will be available and when 
KMTV will present another full-day 
of color programing. One result of 
the Palm Sunday hoopla w r as to clear 
the pipelines for the new models. 
These were shown to dealers and dis- 
tributors in Las Vegas during 17-20 
May and will be unveiled in the Iowa- 
Nebraska area this coming week (5-7 
June) for Sidles' dealers. 

Though there has been no lack of 
official optimism on color tv, the at- 
mosphere in the RCA-distributor- 
I Please turn to page 74) 



sponsor • 4 JUNE 1960 



1? 



THE AD IMPACT OF COLOR VS. BLACK-AND-WHITE 



SAW SHOWS IN B/W SAW SHOWS IN COLOR 



' c who correctly recalled tv ads 


44 


59 


' ( who said ads made them want to buy 


13 


22 


' < recalling details of the tv ads 


27 


43 



HIGHLIGHTS of study in Cincinnati area comparing commercial effectiveness to three color shows seen 
in both color and black-and-white tv set homes reveals higher color scores on all points. In area of 
unaided recall, color homes did twice as well as b&w homes. Color homes scored higher in ratings, too 



COLOR TV DEVELOPMENTS, # 2 

Color tv's edge in commercials 



^ It's considerable, according to a study done for 
WLW-T (TV), Cincinnati, on ads in three network shows 

^ Including the bonus program audience, color plugs 
are figured to he 3V2 times more effective than b&w 



^\nyone concerned about the future 
of tv as an ad medium should stop 
worrying. 

When the U. S. is fairly well satur- 
ated with color sets, tv will have a 
competitive edge in persuasiveness 
that w ill be hard to beat. 

Such are the indications from a 
recently-published study on the im- 
pact of video color commercials. The 
stud) was done for WLW-T (TV), 
Cincinnati, by Burke Marketing Re- 
search, which had done a study for 
the Crosley station a year ago on 
viewing levels in color vs. black-and- 
white tv homes. 

The new study compares the im- 
pact of commercials on three NBC 
color shows aired in the Cincinnati 
area. They are Kraft's Perry Como 
show. Chevrolet's Dinah Shore show 
and Hallmark 11 all of Fame. The 
comparison was made by telephone 



interviews in matched samples of tv 
homes — one group with color and 
one without. 

These are the highlights: 

• Color tv viewers did better in 
recalling commercials than black-and- 
white tv viewers. 

• A greater percent of color tv 
viewers reported the commercials 
made them want to buy. 

• Color viewers were more apt to 
recall specific details from each of 
the commercials. 

• More specific commercial details 
were remembered by the average 
color set viewer. 

Another edge is given to color tv 
by the fact that the color programs 
got higher ratings in color tv homes. 
Thus, the added audience plus the 
added persuasiveness made color tv, 
according to calculations by the re- 
search firm, about 3^ times as ef- 



fective as b&w. Putting it another 
way, Burke figured it takes 3,589 b&w 
homes to equal the commercial effec- 
tiveness of 1,000 color homes. 

These calculations were based, in 
part, on the following specifics: 

In the area of commercial recall, 
5% of b&w homes recalled the aver- 
age commercial unaided. This com- 
pared with 10% of color homes. 
Scoring for aided recall came to 39% 
(b&w) vs. 49% (color). 

As for persuasiveness, 13% of the 
respondents in b&w homes said the 
commercials made them want to buy 
the product. In the case of color 
homes, the figure was 22%. 

The average percent of b&w re- 
spondents who correctly recalled one 
or more details tallied 27. For color 
homes it came to 43%. 

In measuring the average number 
of specific details recalled per 100 
viewers, the Burke interviewers found 
61 in b&w and 119 in color homes. 

As for program audiences, the 
three shows averaged a 44 in color 
homes and a 24 in b&w homes. Share 
figures in color homes (where sets- 
in-use were higher) came to a 71% 
average compared to 43% among the 
b&w viewers. ^ 



38 



SPONSOR • 4 JUNE 1960 



\ir media sends 'em to Salvage 



T Memphis furniture store spends $50,000 on re- 
ional radio/tv, garners volume increase of $800,000 

^ Amiable child video announcer helps draw new 
ustomers to store from as far as 200 miles away 



I im Bach was known in Memphis 
hrough the Royal furniture stores 
*hich he owned. Today he's known 
>ver a 200-mile radius of Memphis 
nainly because of the little boy who 
lelivers the opening lines of the tv 
;ommercial for his second store, 
i Downtown Salvage. 

Bach spotted the child one after- 
loon passing in front of the store 
with his mother. The boy suddenly 
stopped and cried out the opening 
auctioneer-type phrase of the new Sal- 
I vage tv spot. The child, explains 
Bach, soon gathered a small crowd. 
The owner realized the potential, and 
|;negotiated with the mother right then 



and there for the youngster s services. 
Southerners, Bach reasoned, display 
an unusual affection and tenderness 
for children. Who then would be 
more ideally suited to deliver the 
opening of the Salvage message than 
a child? 

The new opening for the commer- 
cial was shot with the child deliver- 
ing the phrase "I say going once, I 
say going twice, I say go to Main 
Warehouse Downtown Salvage, 227 
South Main." But when the sound- 
track was played back, it was dis- 
covered that the boy's high-pitched 
voice and unsure pronunciation tend- 
ed to obscure the words. 



Here's where Bach's knowledge of 
the market, coupled with the quirk 
of the sound-track, paid off. The own- 
er decided to use the film as is. Tv 
viewers took the child to their heart, 
and when the youngster faltered, they 
pronounced the words for him at 
home. In essence, Bach's potential 
customers were repeating the Salvage 
sales message in their anxiety for the 
child on the tv screen. 

The child has been bringing in cus- 
tomers to Salvage for nearly two 
years now. His effect has been to 
place Salvage on an equal footing 
with the older, more established 
Royal outlet. 

Bach opened his first enterprise, 
the Royal furniture store, in 1946. 
For 12 ) ears he was an exclusive 
newspaper advertiser. The store flour- 
ished and by 1958 Royal was among 
the leading stores of its kind in the 
greater Memphis area. In 1958 Bach 
opened a second store, Downtown 
Salvage, a discount furniture outlet, 



CASTING his shadow on map, Jim Bach (r), owner of Downtown Salvage Furniture Co., Memphis, checks list of out-of-town radio stations 
'which surround Memphis, where radio is used with unique local tv promotion. Joe McCoy, McCoy Advertising, presents list to Bach 

iJL 





S COVlWO* 

\ 

/ MEMPHIS 



MISS. 





and determined to use only spot tv 
for store promotion. As Bach ex- 
plains it he didn't want his two 
stores competing in the same medium 
(print I and he wanted to take the 
opportunity to tr\ tv. Results? With- 
in eight months Downtown Salvage 
was operating at the same volume as 
Ro\al. a rate it had taken the latter 
store 12 years to reach. 

Bach and Joe McCoy, who heads 
up McCoy Advertising, the Salvage 
agency, chose to run an eight week 
schedule of 25 minutes per week on 
WHBQ-TV. Memphis. Ever since this 
first eight-week schedule, back in 
March of 1958, Salvage has remained 
on WHBQ-TV. averaging between 20 
and 25 spots per week for the two- 
year period. 

McCoy and Bach worked many 
hours attempting to create the kind 
of copy they felt would build heavy 
traffic. They hit upon the idea of an 
auction setup for the film opening, 
with a man wielding a gavel urging 
viewers to hurry on down to the 
store. They sought the "buy now" 
approach and reasoned that associat- 
ing Salvage with the auctioneer would 
highlight the store's discount policy. 
It was at this point that the curious 
occurred, and Bach found the child. 
In April of 1959 Bach aimed to ex- 
pand his market to Western Tennes- 
see and purchased a schedule of 12 
announcements weekly on WDXI-TV, 
Jackson. In the Salvage pitch, which 
follows the 15-second opening show- 
ing the child, two male announcers 
related that the discount house de- 
livered anywhere and offered free 
gasoline to anyone making a purchase 
of §50 or more. Salvage customers 
came from as far as 200 miles away. 

Soon thereafter Salvage went on 
radio in Memphis, on WHBQ and 
WMPS, with a total of 40 spots per 
week, backing up its continuing tv 
drive. The 60-second spots were de- 
livered by a home-spun type named 
"Uncle Ned." The copy was essen- 
tially the same as used on video. 

On 4 January this year, Bach 
switched his air media combination, 
and moved from WDXI-TV to WDXI- 
AM. and purchased key farm time on 
17 out-of-town radio stations in Ark- 
ansas, Tennessee and Mississippi. 
Bach figures that he pulls nearly 50% 
of his business from out of town. ^ 

40 



Pencils get big push 
from spot radio plunge 

^ Eagle briefs New Yorkers on lucky number contest 
via five-station buy; area sales rise approximately 50% 

^ Promotes its contest with $100,000 advertising cam 
paign, assigns 65% of outlay to air, including network tv 



Ciagle Pencil has cast aside the con- 
servative mantle traditional in its in- 
dustry's advertising and is getting re- 
sults with aggressive promotion. 

The initial foray in this direction 
was a nationwide, lucky-number con- 
test involving Eagle's first-quality 
Mirado and Verithin pencils, used in 
commerce and industry. Winners will 
be chosen among holders of Eagle 
pencils with a specified 'quality con- 
trol' number. "We got them to look 
at their pencils, something too few 
ever do," explains Eagle ad manager 
Al Magid. "This way we can build 
brand consciousness." 

To promote the contest in New 



York City, Eagle and agency Shaller 
Rubin developed a five-station spo 
radio campaign consisting of 60-sec 
ond announcements concentrated ii 
early a.m. personality shows. It rai 
15 February through 11 March cover 
ing roughly the first month of thr 
three-month contest. Targeted audi 
ence consisted of purchasing agent, 
from large concerns plus office mana 
gers and secretaries who buy supplies 
for smaller outfits. 

To reach purchasing agents, con 
sidered to be into their middle year- 
for the most part, Eagle bought six 
participations apiece on: WCBS (Jaci. 
Sterling); WMCA fHerb Oscar An 



i!!!tl!!lllllllll!lll!lllllllll!!l!llllil!llll!!!l!!!!!!l! ii " llllll' , ,.. ■ ;., Ill 



lllllllk Ii 1 I 



WHAT DJ.'S DID FOR EAGLE 

JACK WCBS: Sincere, straightforward pitch geared 

STERLING to settled adults, especially purchasing agents 

HERB OSCAR WMCA: Added folksy, rural flavor for further § 

ANDERSON appeal to the older element in radio audience W 

BILL WNBC: Combined touch of wit with down-to- ( 

CULLEN earth talk aimed at mature purchasing agents % 

KLAVAN WNEW: Brought in younger office workers % 

AND FINCH with zany spoofs, often exceeding allotted time g 

TED BRDWN WMGM: Another salvo of no-holds-barred | 















i minimi in 


minimi in iiin ' 


4IIIIHIIIIUII in 

SPONSOR 


, " •* iiiiiiiiimiii mil 
• 4 june 1960 



Igt; 



derson), and Bill Cullen (WXBC, 
formerly WRCA). These personali- 
ties were supplied with scripts to de- 
liver in their straightforward, sincere 
fashion considered appealing to set- 
tled adults. For contact with the 
younger, small-office managers and 
secretaries, Eagle called on WNEW's 
Klavan and Finch for 12 announce- 
30% ments, and WMGM's Ted Brown and 
The Redhead for nine. They worked 
from fact sheets, applying their no- 
holds-barred comedy to the Eagle 
!i message. 

Though it's difficult to pin down 
sales results at this point, early esti- 
. mates are that New York area busi- 
ness for the contest period was up 
approximately 50% over the same 
time span last year. Nationally the 
jj| sales hike appears to be in the neigh- 
borhood of 40%. 

The radio personalities' main job 
was to arouse pencil consumers' in- 
terest in the contest and refer them 
to their stationers for full details. Big 
on-air play went to the contest's first 
prize, a week in Las Vegas and 
$2,500 cash. Says Magid, "We de- 
cided to give this business a shot in 
the arm by selling jazz as well as 
quality." 

Quality was nevertheless a signifi- 
cant factor in the Eagle radio com- 
mercials. For instance, they explained 
quality control numbers, which "veri- 
fy the quality ingredients, the elabo- 
rate process of manufacture and the 
rigid testing procedures that go into 
the making of Eagle pencils," as one 
script phrased it. 

Then it was up to the dealer, whose 
tie-in with this promotion was ver} 
close. Holders of lucky-number pen- 
cils had to get special envelopes from 
the stationer in order to send their 
names to> Eagle for the grand draw- 
ing. Further, for every consumer- 
winner there were identical prizes for 
the dealer and his salesman who sold 
the winning pencil. This of course 
heightened retailer interest in the sale 
of Eagle pencils. 

Eagle spread the contest word na- 
tionally through the auspices of Dave 
Garroway (Today, NBC TV). During 
the same period covered by the radio 
campaign Eagle had five 60-second 
participations on Today. Garroway's 
pitch was also a combination of the 
contest and its prizes plus quality of 




EAGLE officials at work on further extension of aggressive advertising their company has intro- 
duced to otherwise conservative field (I to r): N.Y. sales mgr. Harold Seelig; ad mgr. Al Magid 



product. In one commercial he dem- 
onstrated the Verithin color pencil's 
quality by playing around with a coil 
of the colored lead so as to point up 
its strength. He cited this as a result 
of Eagle quality control and went on 
to invite viewers to play Eagle's 
"quality control numbers game." 

Eagle merchandised its radio push 
to dealers with a mailing showing 
head shots of all radio personalities 
involved under a rained-on umbrella 
labeled "saturation radio promotion." 
It stated that these d.j.'s would bring 
the contest story "into your custom- 



ers' homes before they leave for the 
office each morning." 

Dealers were informed of the Gar- 
roway buy in several brochures. In 
addition storyboards were reproduced 
on a large poster to dramatize the tv 
commercials for dealers and give 
them a feeling of being in on the pro- 
duction. 

The poster had a large picture of 
Garroway saying, via a dialogue bal- 
loon, "I'll be seeing you on the NBC 
Today show where I'll be pre-selling 
Mirado and Verithin pencils to 23 
million potential customers." ^ 



SPONSOR 



4 JUNE 1960 



41 



HOW BLAIR-TV CUTS PAPERWORK 75% 

^ Vis-Avail system in operation at Blair-TV's New York headquarters gives agency 
buyers printed spot availabilities, ratings and audience size in only a couple of hours 




OBJECTIVE of Blair-TV's Vis-Avail system for its tv stations: cut down on constant twx com- 
munications with stations, give buyers up-to-the-minute and accurate availability info, speed 
submission of avails to agencies. Ed Fieri (I)) spot supervisor for tv and radio at BBDO, checks 
end result of his request for spot openings with John White, Blair-TV salesman for the agency 



PRINTED FORM for each tv station is called Vis-Avail. Front cover gives one-glance sweep 
of station and city; middle two pages show complete program schedule with open spaces for 
multilith printing of current participation and announcement times available; back cover has 
simplified, re-worked rate card and package information, omitting need for other reference 




^% disproportionate share of the 
cost of spot television buying and 
processing is taken up by behind-the- 
scenes clerical activity and paper 
shuffling. Necessary as these are, 
agencies and station representatives! 
alike are waging a continuing battle 
to cut down on paper work and there- 1 
fore release valuable time to more 
productive effort. 

Blair-TV's Vis-Avail system is de- 
signed to do this. It was developed to 
deliver more accurate and up-to-the- 
minute availabilities faster to agency 
media people and to eliminate as 
much as 75% of the paper work in- 
volved in station-rep-agency commu- 
nication. 

A smooth, simplified system of last- 
minute, easy-to-read announcement , 
availabilities has been developed un- 
der the supervision of Otto Ohland, j 
tv account executive. Here's the way | 
it works: 

Every evening each of the 53 tv 
stations, serviced by the two Blair 
television companies, teletypes to New 
York headquarters all information 
about local sales which have been 
made, new availabilities, program 
changes, any anticipated rate changes. 
The following morning, this informa- 
tion is entered on cards encased in 
cellophane in a large custom-made 
steel drawer. 

Each of these drawers includes 
information on only one station, with 
overlapping, cellophane card folders 
reading downward for clock times, 
sign-on through sign-off. and across, 
with the program schedules Monday 
through Sunday. 

Program sections are colored to de- 
note network shows, local shows 
which are sold, and local shows which 
are unsold. On these program sec- 
tions colored flags are placed to indi- 
cate the availability of a minute, 
chainbreak, or l.D. Thus, when an 
agency calls for availabilities — say, 
in Lansing. Michigan — the salesman 



12 



SPONSOR • 4 JUNE 1960 



"d to * PRINTING EQUIPMENT is manned by production team (I to r) 
'-the- -i Al Ritchie, Ron Smith and Bob O'Connor, who process final -forms for 
ency ' the seven-person traffic staff in New York. Multilith processing can 
• j) I be completed within one hour, entire buyer request within three 



TIME-SAVING CONCEPT originated with Otto Ohland, account 
executive; is supervised by him and assistant Marjorie Jerome, sales 
service supervisor. At end of day, each tv station gives updated 
status on availabilities, program and contract changes, rate changes 



turns to the WJIM-TV file and sees at 
a glance which flags are "up" — mark- 
ing slots available — in the time seg- 
ments requested by the buyer. 

The salesman then pulls from the 
file the pre-printed Vis-Avail form. 
This is a four-page folder with com- 
plete hour-by-hour, day-by-day pro- 
gram information which has been 
multilithed to include all new infor- 
mation. 

His next step is to correlate a pre- 
printed rating sheet (one for Nielsen, 
one for ARB, depending on which 
service is standard with the agency) 
by entering the program rating and 
the number of homes reached for 
each availability in which the buyer 
is interested. 

This matched set of (a) program 
listings of times requested by the buy- 
er and (b) the rating and home in- 
formation is then sent to the multi- 
lithing typist, who prepares the mas- 
ter copy from which the final Vis- 
Avail is printed. 

The entire job — pinpointed to the 
specific request of the buyer — can be 
compiled, printed, and delivered with- 
in three hours. The buyer, at a sin- 
gle glance, can see the announcements 
which are available. The fourth page 
of the Vis-Avail form includes all 
rate information for the station, as 
well as the frequency discounts possi- 



ble with any of several "package" 
plans. 

The rating sheets are compiled for 
each station as Nielsen and ARB re- 
lease new reports. A sufficient quan- 
tity of the rating sheets, as well as the 
basic program listing, is maintained 
for use of the 45 tv salesmen in all 11 
offices. But as soon as new informa- 
tion comes in, new sheets are printed 
and the old ones thrown out. 

The sales service department han- 
dles the flow of information with 
eight girls in addition to a teletypist. 
(Blair estimates the teletype operator 
handled 15,000 twx's or 150,000 
yards of twx paper on the three ma- 
chines last year just detailing 
changes. ) 

The processing of availabilities 
has been a mounting problem as 
gains in spot tv billings have been 
recorded. Martin Katz, sales develop- 
ment director for the company, notes 
that last year 53 national spot tv rep- 
resentative firms transacted $605.6 
million in business. And Ralph Klap- 
perich of Knox-Reeves estimates that 
by 1962 spot tv billings will reach SI 
billion. 

The simplified system, says Mr. Oh- 
land, "releases salesmen for servicing 
and for selling, and removes them 
from the clerical functions with which 
they were swamped!" ^ 




STATION INFO is transferred to cellophane 
files, one per station, with sign-on to sign- 
off listing for weekdays and weekends. Differ- 
ent colors denote network shows, local shows 
sold, local shows available. Overlapping 
cards are easy to see, flagged with colors 




TIME AND MONEY are saved by cutting 
twx communication, supervised by Joan Pul- 
ton, and by simplifying paper work. Sales- 
men were spending much time as clerks doing 
paperwork, are now able to give better serv- 
ice to buyers and to have more selling time 



SPONSOR 



4 june 1960 



43 



4A suggests standard rate card 



^ 15-member committee of agency media executives 
work* Kith broadcast industry to simplify rate card 

^ Many tv/radio people think the suggested cards 
are a good first step but that still more work is needed 



LEN MATTHEWS HEADED PROJECT 





CHAIRMEN of 4A card committee are (see above) Leonard Mat- 
thews, Leo Burnett Co., Chicago, as chairman, and Ruth Jones, 
J. Walter Thompson, New York, vice chairman. Their committee 
includes / era Brennan, SSCB, New York; Robert Crooker, Camp- 
beli-Ewald, Detroit; Edward Gray, Ted Bates, New York; Arnold 
Johnson, \eedham, Louis & Brorby, Chicago; Thaddeus Kelly, 
McCann-Erickson, !\ew York; John Kirwan, Bruce B. Brewer, Kan- 
sas City; William Matthews, Young & Rubicam, New York; Rich- 
ard McKeever, BBDO, New York; Bertrand Mulligan, Compton, 
New York; Gertrude Murphy, Long Advertising, San Jose, Calif.; 
Don Nathanson, North Adv., Chicago; Frank Ott, D'Arcy, New 
York, and Lee Rich, Benton & Bowles. New- York. (Cards are below.) 



D u tct w for 
Preparing Sonatas 
form of Rait Car. 

Tclcviaio* 



a^r»roadcast industry reaction was 
mixed last week as stations and rep- 
resentatives studied carefully the new 
standard rate card for tv and radio 
stations suggested by the American 
Assn. of Advertising Agencies. 

On the record, executives from sta- 
tions and station rep firms agreed 
unanimously that standardization of 
the formal station rate card was a 
long-overdue step and a necessary 
one in the continuing effort to have 
uniform systems and printed matter. 

But off the record, their appraisal 
of the 4A effort was more 'incisive 
and derisive. Said one v.p. of a ma- 
jor rep firm: "It's another example 
of where official recommendations are 
finally catching up with practice! 
The 4A is following the field rather 
than leading it!" 

The tv and radio sample cards 
themselves are similar three-part fold- 
ers roughly six by three inches, and 
were mailed a fortnight ago to all ra- 
dio and tv stations and to their rep- 
resentatives. The purpose, as outlined 
by 4A: "To facilitate the preparation 
of rate cards by the broadcast media, 
help assure completeness of wanted 
information, minimize errors and ex- 
pedite the announcement of rate and 
data changes." 

All of the broadcast executives 
queried by SPONSOR agreed that these 
purposes will be served by such 
standardization of the rate card, its 
format and its contents. 

Most of them contend, however, 
that there's more that can and should 
be done. They think the card is still 
too complicated, with its 11 divisions 
for factual material (these are per- 
sonnel, representatives, mailing in- 
structions and closing times, facili- 
ties, commission and cash discount, 
rate policies, rates for announce- 
ments, rates for package plans, rates 
for participating programs, rates for 
programs, and general information). 

But the agencies obviously feel 
these divisions are needed. Their me- 
dia people, as decision-makers and 
buvers, normally call the shots on the 
type of information supplied to them 
by media representatives. 

(Please turn to page 76) 



per 



N 

p 

|ti 



F 

I » 



44 



SPONSOR • 4 JL.NE 1960 



TV BASICS 



y/jUNE 

Suddenly it's summer: web's lineup 



* Twenty-seven shows will hit the screens this sum- 
mer as replacements. ABC has one; CBS, 14; NBC, 12 



N 



etwork tv's hot weather lineup is 
(set with 27 shows coming in as re- 
placements. Of these, less than half, 
at presstime, have been spoken for. 

NBC TV has a total of 12 shows 
scheduled, including seven new pro- 
grams. CBS TV will replace 14 
shows, and ABC TV, one (Jeanie 
Carson for Pat Boone's Chevy Skoiv) . 



Last summer there were 24 replace- 
ment shows, with six at ABC, eight at 
CBS, and 10 at NBC. 

Although the distribution among 
the webs differs, the number of sum- 
mer replacement shows this year and 
last is generally the same. Nielsen 
(see chart below) shows that last 
summer, these programs fared lowest 



in share of audience, while programs 
not on hiatus, but airing new mate- 
rial during the summer, did best. It 
can be assumed that the same general 
pattern will follow this year. 

Here are some of the replacements: 
CBS: Lucy in Connecticut, for Le- 
ver, replaces Benny /Gobel; DX: Un- 
known, with Plymouth, Polaroid, and 
S. C. Johnson, for Garry Moore. 

NBC: Chevy Mystery Show (Dinah 
Shore), Happy and Tate [Perry 
Como), Wrangler {Ernie Ford), and 
Moment of Fear (Sports). ^ 



i' nirr- -<i' 'Mill ri 'iiuiiiii ririnrrifi rrii[i[ii|[[[[|[[ rr Mini Jiiiir i i' ': ,im iiiiii itiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiii;. iiiiininm 

How summer shows compare with winter in share of audience 



miiiiiiiiiii iiiiii»"!iiiiiiiiiiiimiiiiiiiiiiiiiiiinmn ,, "'iiiiiiiiiiiiiiiii'flii!iNiiii minimus 



PROGRAMS RtRUH DURING THE SUMMER 
SAME C0UPETIT10U NFfERErrr COWPE71TI0M 



36.2 ® 



muter 

TEUCAS5 



IIS 



SUMMER 
HERONS 



MICIMM- 
WIMTE8 
TELECASTS 



37.K 



SUMMER 
REBUHS 



SUMMER REPLACEMENT PROGRAMS AIRIN6 
PROGRAUS HEW MATERIAL 



ALL YEAR 



37.1 



WINTER 
PR06R1M 



32.0 524 



SUMMER 
PDO&UlfS 



WINTER 
rcuoksrs 



SUMMER 

rat c*«rt 



= Source: A, C. Nielsen, Jin, -Feb, vs, July-Aug,, 1959 

^tiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiijiirtiitriiiitriiiiiTiiiiiiiiiiriiiiiiriiiiiiriiiriiiiiiBi;iTiriiiirririiiiiiiiriiiiliiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiii>iii>?ri[iTiiiiiiiiiiiiTiiiiiiiir'riiriiiiiiiiiiiiiig^ * -~ 



' iiiirriiEtirEiii:iiiiiiiiiiiiiiiiiiiniiiiiiiiriiiiiiiiiiiii[iiiiiiiiiiiTTiiiiiTiiiiiiijiiiiiiiiriiiiiiiii!iiiiiiiiiiiiiiiMiiiijiiiiii>tiiiiiiii7r 



1. THIS MONTH IN NETWORK TV 

Specials scheduled during four weeks ending 3 July 



PROGRAM (NETWORK)* 


COSTS 


After Hours (N) 


$175,000 


Belmont Stakes (C) 


75,000 


George Burns (N) 


230,000 


Coke Time (A) 


230,000 


Emmy Awards (N) 


175,000 


Little Giants (N) 


65,000t 



SPONSOR, AGENCY, DATE 



Purex, E. H. Weiss, 6/27 
Schick, Compton, 6/11 
Warner Lambert, Lambert 

& Feasley, 6/7 
Coca Cola, McCann-E., 

6/27 

P&G, Grey; Greyhound, 

Grey, 6/20 
Proctor & Gamble, Grey, 

6/14 



PROGRAM (NETWORK)* 



COSTS SPONSOR, AGENCY, DATE 



Mrs. America National 

Finals (C) 
Sacco-Vanzetti (N) 
Secret World of Eddie 

Hodges (C) 
U. S. Open Golf Tournament 

(N) 

Margaret Bourke-White 
Storv (N) 



$100,000 

225,000 
250,000 

250,000 
130,000 



RCA Whirlpool, K & E, 
6/10 

Purex, E. H. Weiss, 6/10 
Amer, Gas Assn., Lennen 

& Newell, 6/23 
Minnesota Mining & Mfg., 

EWRR; Midas, Inc., E. 

H. Weiss; 6/18 
Breck, Reach-McClinton, 

6/13 



•Networks: (A) ABC TV; (C) CBS TV; (N) NBC TV 



tlf not repeated, the price of the show is $120,000. 



SPONSOR 



4 june 1960 



45 



M2. NIGHTTIME 



c o 




P A 



SUNDAY 

ABC CBS NBC 



MONDAY 

ABC CBS NBC 



TUESDAY 

ABC CBS NBC 



Small World 
Olln-Mathleaon 

(DArcy) 
>-F $30,000 
FYI 
(SB)t 



Aeet The Press 
lanhattan Shlrtj 
(Dulll A 
Charles) 
-L $8,500 



ns m service 



Twentieth 
Century 
Prudential 
(H-McC) 
DP J35.000 



Time Present 

sust 
(SR)t 



D Edwards 
Amer Home 
(Bates) 
<-L (9.500U 



News 
Texaco (CAW) 
V-L $«.50*tt 



D. Edwards 
Am. Homa 
(BatM) 
alt 

Philip Morris 

(Burnett) 
-L $»,500tt 



News 
Texaco (CAW) 
S'-L $«,500tt 



| Broken Arrow 
Mart (Knox- 
Reeves) 
|W-F (45.000 



Lassie 
Campbell Soup 

(BBDO) 
4 F $37,000 



Overland Trail 

(7-8) 
standard Brands 
(Bates) 
P. Lorlllard 
(LAN) 
r-P (34,500 
(hr.) 



No net service 



Mo net service 



ohn Daly News 
suit 



D Edwards 
Amer Home 
(repeat feed) 



News 
Texaco 
(repeat feed) 



ohn Daly News 
sust 



D Edwards 

Am. Home alt 
Philip Morris 
(repeat feed) 



News 
Texaco 
(repeat teed) 



ohn Dj 



Maverick 
7 30-8:30) 
|&aiKT Co (TAR) 
livaekett (TAB) 
■ P (78.0*0 



Dennis The 
Menace 

Kellogg(Burnett) 
Best Foods 
(GB&B) 
5e-P (38.000 



Overland Tiail 

P&O (B&B) 
Warner Lam. 
(Lambert A 
Feasley) 



Cheyenne 
(7 30-8:30) 
Ralston (Gird.) 
Am. Chicle 
(Bates) 
Ritchie (K&E) 
V-P (82.500 



Kate Smith 

Show 
Am. Home 
(Bates) 
7-1. J27.000 



Riverboat 

(7:30-8:30) 
P&G (B&B) 
v'oiema (SSCB) 
l-F (72.000 



Bronco 
(alt «rks 
730-830) 
Brn A Wmsn 

3en Mills (DFS) 
ion Fds (B&B) 
DuPont (BBDO) 
y-P (82.000 



No net service 



Laramie 
(7 30-830) 
LAM (Me- El 
Sunshlna BUeulU 

(CAW) 
Coltate (Bates) 
W-P (65.000 



Music 1 
Summc-1 
(73 I 

Japan 
in thl 



Maverick 



Ed Sullivan 

(8-9) 
Coltate (Batea) 
alt Kodak (JWT) 
IV-L (85.800 



Music On Ice 

(8-9) 
sust 



Cheyenne 
Johnson A 3 

(T&R) 
Armour SPCB) 
PAO (B&B) 



The Texan 
Brown A Wmsn 
(Bates) alt 
All State 
(Burnett) 
IV-P (37.000 



Riverboat 
Stand. Brands 
(Bates) 

Stand. Oil 
(BBDO) 



Sugarfoot 
(alt wks 
730-8:30) 
Chevrolet 
(Camp-E) 
Carnation 
(EWRB) 
FTP (82.00* 



Jennis O'Keefe 
Oldsmoblle 
(Brother) 
Ic-F (38.000 
Peck's Bad 
Cirl 
(SR)t 



Laramie 
Miles (Wada) 



Music t i 
SummeJ 
Listen 

M 

6/15; : 

sie*. 

n 



iourbon St. Beat 
(8 30-9:30) 
Bra A Wmsn 

(Bates) 
L-O-P (FSB) 
P&G (Burnett) 
l-F (80.500 



Law Man 
R. J. Reynolds 
(Elty) 
Whitehall 
(Bates) 
Iw-P $41,000 



Ed Sullivan 



Music On Ice 



Father Knows 

Best 
L-eter (J WT) alt 

Scott (JWT) 
3e-F (39.000 



Wells Fargo 
Amer Tobacco 
(SSC&B) 
lit PAG (BAB) 
R--P (47.000 



Wyatt Earp 
Jen Mills (DPS) 
alt PAG 
(Compton) 
1V-F (40.000 



Dobie Cillis 
Pillibury 
(Burnett) 
alt 

Philip Morris 

(Burnett) 
te-P (37.000 



Wichita Town 
tust (SB)* 



Ozzie b ir». 
Kodak 
Quaker elS 

5e-F 



The Rebel 

LAM(DFS) 
alt 

PAG (TAR) 
|W-P (42.500 



C. E. Theatre 
Gen Eleetrie 
(BBDO) 
Dr-P (51.000 



The Chevy 
Mystery Show 
(9-10) 
Che-Tolet 
(Camp-E) 
r-L $60,000 
(SR)t 



Jourbon St. Beat 
Reynolds Metal 

(LAN) 
OuPont (BBDO) 



Danny Thomas 
Gen Poods 
(BAB) 
Sc-P $47,500 
Talent Scouts 
(SR)t 



Peter Cunn 
Bristol-Myers 
(DCS&S) alt 
R. J. Reynolds 

(Esty) 
My-P (38.000 



The Rifleman 
Miles Lab 
(Wada) 

Ral ton-Purlna 

(Gardner) 
PAG (BAB) 
WP (38.000 



The Alaskans 

(9:30-10:30) 
L&M. Armour 
French ette 
(Bates) 
P&G (B&B) 
I DuPont (BBDO) 
IP (77.500 



Tightrope 
J. B. Williams 
Co. (Parkson) 
alt 

4m Tob (SSCB) 
My-P $39,000 

fad »o»«p 



Richard 
Diamond 
(SB)tP.LorUlar(i 

alt sust 
Ceorge Burns 
(8 30-930) 0 



Hawaii 

(930- 
Carter 
WW' 
(B* 
My-T 



I 

i 

*.» 



Arthur Murray 
LorUlard (LAN) 

(L 6/21) aJt 
Sterllnr (DPS) 
V-L $30.06C 

The Little 
Giants 

(830-10) *> 



Hitchcock 
Presents 
Bristol-Myers 
(TAB) 
My-P $39,000 



The Chevy 
Mystery Show 



Adv. In Paradise 
(9 30-10 30) 
L&M (Mc-E) 

DuPont (BBDO) 
P&G (T&R) 
-P $80,000 



Ann Southern 
Gen Foods 
(B&B) 
Sc-P $40,000 
Spike Jones 
Show 
(SR)t 



Alcoa -Goodyear 

Theater 
Alcoa (PSR) alt 
Goodyear (TAB) 
Dr-P $39,000 



Colt AS 
Whitehall 
(BatM) 
BmlW (Bates) 
W-F $18,000 



Pet Milk 
(Gardner) 
alt 

8. C. Johnson 
(PC&B) 
CV-L $52,000 
Comedy Spot 

(SB)t 



Hawaii. 

Am. i 

(Ba 
Har S ■ 

(K* 



ftm. Ill h i m \ ui 
Reynolds MeUls 
(LAN) 
Scrlpto 
(Donahue & Coe) 
On Fds. (B&B) 
Coke Time 
9 30-10:30) 9 



llemiejse* 

Lorlllard (L&N) 
alt 

Gen Foods 
(T&R) 
Se-F $39,000 
New Comedy 
Showcase 
lSR)t 



The Alaskans 

7-Up 
Chevrolet 
(Camp.-E.) 



Benny alt 
Cobel 
Lever (JWT) 
VC-L $47,000 
Lucy In 
Conecticut 
(SR)t 



Loretta Young 

Tom (North) 
alt Warner Lam 
(Lam & Feasley) 
Dr-P $49,500 



Steve Allen 

(10-11) 

Plymouth 
(Ayer) 
CT-L (125.000 
Purex Specials 

(SB)t 



Alcoa Presents 

Alcoa (FSB) 
Dr-P $35,000 



Carry Moore 
(10-11) 
Kellorr 
(Burnett) 
P-P-G (BBDO) 
"TV-L $109,000 



M Squad 

Am Tob (SSCB) 
A-F $31,000 



Wed 
Fhjl 
Brown & ■ 
(Bi 
MUm «fo 
(lO-i 
Sp-L 



johnny Staccatc 

Alberto-Culver 
(Wade) 
A-F $11,501 



What's My Line 
Kelloec 
(Burnett) 
Sunbeam 
(Perrln Paus) 
O-L (32.000 



No net service 



Ted Mack & 
The Original 
Amateur Hour 
J. B. Williams 
Co. (Parkson) 
V-L $23,000 



June Allyson 

DuPont (BBDO) 
Dr-P $44,000 



Jiufu Allun 
After Hours 
(10-11) *> 
vlargaret Bourke 
White Story 
(10-11) *> 
Emmy Awards 
(10-11) 9 



No Net Service 



Carry Moore 
Polaroid (DDB) 
S. C. Johnson 

(XLAB1 
DX: Unknown 
(SR)t 



No net service 



Wed. 
Tig* 



a*' 



• Specials, see pate 45, 

"Cost is per segment. Prices do not include sustaining 
ine or coop programs. Costs refer to a vera ere show costs including 
talent and production. They are iron (include 15% agency commisaioa ) . 



%6 



(SR): Summer replacement, to be^in later in season, 
participate They do not include commerciala or time charges. This chart eovera period 
4 June 3 Julv. Program types are indicated as follows: (A) Adventure, 
(An) Audience Participation. (C) Comedy, (D) Documentary. (Dr) 

SPONSOR • 4 JUNE 1960 



& G R A P H 



4 JUNE - 3 JULY 





DNESDAY 


THURSDAY 




FRIDAY 


SATURDAY 




fis 


NBC 


ABC 


CBS 


NBC 


ABC 


CBS 


NBC 


ABC 


CBS 


NBC 




: 






















































D Edwards 

Amer. Home 
(Bates) 
alt Philip Morris 

(Burnett) 
N-L $9.500tt 






D Edwards 
Parliament 
(B&B) 
alt Amer. Home 

(Bates) 
N-L $«.500tt 










wards 
i (Bates) 

nr (DFS) 
$9,500Tt 


News 
Texaco (C&W) 
V-li $S.500tt 




News 
Texaco (C&W) 
tf-L $6,500tt 




News 
Texaco (C&W) 
N-L $6.500tt 










service 






No net service 






No net service 


No net service 








* towards 
i>> Home 
1 Carter 
it feed) 


News 
Texaco 
(repeat feed) 


lohn Daly News 
sust 


D Edwards 
Amer. Home alt 
Philip Morris 

(repeat feed) 
Tu Tell The 


News 
Texaco 
(repeat feed) 


John Daly New) 
sust 


D Edwards 
Parliament 
alt Amer. Home 
(repeat feed) 


News 
Texaco 
(repeat feed) 








JiiiTir Cuest 
iMmfS!)-8:30) 
«*rl Home 

Watea) 
IJIHf $000 
13 Bks.) 
S; ' koning 
#R)t 


Wagon Train 

(7:30-8:30) 
Ford (JWT) 
W-F $78,000 


Steve Canyon 
sust 


Truth 

R. J. Reynolds 

(Esty) alt 
Helene Curtis 
(McCann) 
Q-L $22,000 
Invisible Man 
(SR)t 


Law uf The 

Plainsman 
Amer. Tob. 

(SSCB) 
P&G (B&B) 
Midas Muffler 
(Weiss) 
Sterling (DFS) 
W-F $30,000 


Walt Disney 
Presents 
(7:30-8:30) 
Mars (Knox-R) 

Hill (Ayer) 
A-L $94,001 


Rawhide 

(7:30-8:30) 
Parliament 
(B&B) 
W-F fjin nnn 
Gulf (T&R) 
Hamm (C-M) 


Play Your 
Hunch 

sust 


Dick Clark 

Show 
Beech- Nut 
Life Saren 

(T&R) 
Mu-L $14,500 


Perry Mason 
(7:30-8:30) 
Colgate (Bate*) 
Parliament 
(B&B) 
My-F $80.00( 


Bonanxa 
(7:30-8:30) 
L&M (Mc-E) 
RCA (JWT) 
Miles (Wade) 
W-F $78.0O( 


ati; 

A 
f 


r Cuest 
tin Shirt 

& C.) 
Is (Weiss) 


Wagon Train 
R. J. Reynolds 
(Esty) 
Nafl Blsc. 


Donna Reed 
Campbell 
(BBDO) 
alt 

Johnson & J 
(T&R) 
Se-P $38,000 


Betty Hutton 
Gen Foods 
(B&B) 
Sc-F $15,000 
December Bride 
(SR)t 


Bat Masterson 
Sealtest (Ayer) 
Hill Bros. 
(West Coast) 
W-P $38,000 


Walt Disney 

Presents 
Canada Dry 
(Mathes) 
Derby (Mc-E) 
Ward Baking 
(Grey) 


Rawhide 
Colgate (Bates) 
Pream (B&B) 
Nabisco (Mc-B) 

Wrlgley 

(EWRR) 
Mutual of Omaha 
(Bozell & Jacobs) 


Trouble 
Shooters 

(L 6/17) 
Philip Morris 
(Burnett) 
A-F $39,500 
Head of the 
Class 
(SR)t 


John Cunther's 

High Road 
Ralston (GB&B) 
Dr-F $31.00( 


Perry Mason 
Sterling (DFS) 
Gulf (T&R) 
Hamm (C-M) 


Bonanza 
segs open 


II 

. ,ito Space 
ml*! Tobacco 
«W BOO) 
*** leer Sewing 
" (T&R) 
S38.09S 

i — 


Price Is Right 
Lever (OBM) 
alt Speldel 
(NC&K) 
2-L $21,500 


The Real 
McCoys 
P&O (Comptoa) 
Sc-F $39,008 


Johnny Ringo 
S. C. Johnson 
(NLB) alt 
P. Lorlilard 
(L&N) 
W-F $30,000 


Producers' 

Choice 
Brls.-Myen 

(T&R) 
alt 

R. J. Reynolds 

(Esty) 
Dr-F $11,000 


Man From 
Blackhawk 
Miles (Wade) 
alt 

R. J. Reynolds 

(Esty) 
W-F $38.0(H 


Hotel D'Paree 

Carter (SSCB) 

L&M (DFS) 
W-F $13,000 


Specials 
(8:30-9 :30) 
Tarlous sponsors 

Cimarron City 

(SK)t 


Beaver 

Ralston (Gardner, 

GB&B) 
Scrlpto (Donahue 

& Coe) 
Ea>t[rjan Kodak 

(JWT) 
Sc-F $30.00( 


Wanted Dead 

or Alive 
Brn & Wmaoo 

(Bates) 
Kimberly-Clark 

(FC&B) 
W-F $39,001 


Man 1/ Challenge 
R. J. Reynolds 
(Eety) alt 
Chemstrand 
(DDB) 
A-F $36,001 


ii«|iC 

*1< 

« Millionaire 
W*Be (Bates) 
IBiJ $42,000 

r 

H 


Happy 

(SR)t 
Kraft (JWT) 
3c-F $23,000 


Pat Boone 

(L 6/23) 

Cherrolet 

(Camp-B) 
MuV-L $61,000 
Jeannie Carson 
(SR)t 

(6/30 S) 


Zane Crey 
S. C. Johnson 

(B&B) 
General Foods 
(OBM) 
W-F $45,000 


bachelor Father 
Whitehall 
(Bates) 
alt Am Tob 
(Gumblnner) 
Sc-F $12,000 


77 Sunset Strip 
(9-10) 
Am. Chicle 
(Bates) 
Whitehall 
(Bates) 
My-F $85,0(H 


Desilu 
Playhouse 
(9-10) 
Westinghouse 
(Mc-E) 
Dr-L $00,000 
TBA 
(SR)t 


Specials 


Lawrence Welk 

(9-10) 
Dodge (Grant) 
Mu-L $15,001 


Mr. Lucky 
Lerer (OB.M) 
alt Brn & Wmsi 
(Bates) 

A V «J9 nni 
A - 1 )?0,UU< 


The Deputy 
Kellogg (Burnett) 
alt 

Gen Cigar 
(T&R) 
W-F $39,001 


* 

Wi, (E,t5,) 

$$7,000 


Tate 

(SR)t 
Kraft (.TOT) 
W-P $21,000 


Untouchables 

(9:30-10:30) 
Armour (FOB) 
7-Up (JWT) 
L&M (Mc-B) 
DuPont (BBDO) 
My-F $80,000 


Markham 

Schiitz (JWT) 
alt Renault 
(Kudner) 
My-F $39,000 


:rnie Ford Show 

(L, 6/23) 
Ford (JWT) 
CV-L $12,000 
Wrangler 

(SR)t 


77 Sunset Strii 
H. Ritchie 
(K&E) 
R. J. Reynolds 
(Esty) 


Desilu 
Playhouse 
TBA 

(SR)t 


Masquerade 

Party 
Block Drug 
(Grey) 
Q-L $18.00( 


Lawrence Welk 


Have Cun, Wil 

Travel 
Whitehall 

(Bates) 
ait Lerer (JWT 
W-F $10.00' 


World Wide 6( 
(9:30-10:30) 
snst 

Project 20 (SR) 


*Jj Steel Hr 
>k. 10-11) 
* S. Steel 

l-BBDO) 

" $80.»00 


This Is Your 

Life 
PAG (B&B) 
I-L $52,000 


Untouchables 
Colgate (Bates) 
Ritchie (K&E) 
Carnation 
(EWRR) 


Revlon Revue 
Rerlon (Warwick 

& Legler) 
V-L $175,000 
TBA 

(SR)t 


You Bet Your 
Life 

J. B. Williams 
Co. (Parkson) all 

Layer (BBDO) 
Q-L $53,000 


Robert Taylor' 
Cap't of 
Detectives 
P&G 
(B&B) 
My-F $15,00 


Twilight Zone 
Gen Food (T&R) 

Kimberly-Clark 

(FCB) 
A-F $36,000 


t-avalcade of 
Sports 

(L 6/24) 
Gillette (Maxon) 

(10-concl) 
Sp-L $55,000 
Moment of 
Fear (SR)t 


Jubilee, U.S.A. 

(10-11) 
Massey- Ferguson 

(NL&B) 
Mu-L $20,001 


Cunsmoke 
L&M (DFS) al 
Sperry-Rand 
(T&R) 
W-F $12.00 


World Wide <S( 
U. S. Open 
Coif Tourney 
(9:30-10:30) f) 


i 

] If Theatre 
| wis 10-11) 

,J rmstroDf 

' BBDO) 

$80,000 

; 


People Are 
Funny 

Block (Ray 
Spector) 
Glenbrook (DPS) 
H-P $24,000 


Take Cood Look 
Dutch Masters 
Cigars (EWRR) 

alt open 
Q-L $30,000 


Revlon Revue 
To Tell The 
Truth 
(SR)t 
Secret World of 
Eddie Hodges 
(10-11) f) 


Net Service 


Black Saddle 

L&M (Mc-B) 
Cherrolet 
(Camp-E) 
Alberto Culfer 
(Wade) 
W.F I38.0<K 


Person to Person 
Carter (SSCB) 
alt All State 
(Burnett) 
I-L $000 
(gratis) 
Mrs. America 
111:15-12:15) f) 


Jackpot Bowling 

(L 6/21) 
Bayuk (Werman 

& Schorr) 
Sp-L $3,000 


Jubilee, U.S.A. 
Carter (SSCB) 


No net service 


Man From 
Interpole 
Sterling (DFS) 
A-P $25.00 



L>: 
(1 
Ci 



Drama, (P) Film, (I) Interview, (J) Juvenile, (L) Live, (M) Misc, 
(Mu) Music, (My) Mystery, (N) News, (Q) Quiz-Panel, (Sc) Situation 
Comedy, (Sp) Sporta, (V) Variety, (W) Western. tNo charge for repeats 



SPONSOR • 4 JUNE 1960 



L preceding date means last date on air. S following date means atarting 
date for new show or sponsor in time slot. 



47 



" . . . packed with 
a remarkable 
supply of vital 

information ..." 

—RICHARD C PROCTOR 
President 

Richard Proctor Advertising 



"... 7 was really 
eager to get the 
kind of information 
that it contains." 

— W. VAN SANTEN 
Marketing Research 
General Mills 



"... arrived this 
morning. By closing 
time it had worked 
three hours for 
this agency." 

— GEORGE L. ACKORS 
Ackers Advertising Agency 



...the UNIVAC 

for the 
small agencies." 

—WILLIAM G. MORS 
Durk Advertising, Inc. 



. . . / hate to let it 
out of my office 
for fear of not 
getting it back." 

— KAY SH ELTON 
Time Buyar 
Compton Advertising 



"... will save me a 
lot of time looking 
around for 
broadcast data." 

—JOHN ORTENGREN 
Director of Marketing 
Tessab Advertising 



" ... as far as use- 
reaction is concerned 
(it) will be the most 
popular reference 
and study book 
in the office." 

— H. S. HAMLIN 
Adolph Coon Co. 



" . . . a most useful tool. 
Here under one cover 

a broadcast media 
buyer can become an 

expert in all phases 
of broadcast media." 

—ROBERT F. BRUNO 
Media Department 
Reach, McClinton t Co., Inc. 



" ... on my desk 
at 

ALL TIMES!" 

—NORMAN C. WIDENHOFER 
Radio/TV Head 
Willis S. Martin Company 



"... a 'basic' 
reference book." 

—WARREN C. FITZSIMMONS 
Media Research 
McCannEriduon, Inc. 




sr.-;*?*- 



WHEN SPOT BUYING 
DECISIONS ARE MADE 



AIR 
MEDIA 

BASICS 



IS WORKING FOR YOU! 



YOU TELLUM STORY IN 
SPONSOR AIR MEDIA BASICS! 
YOU GETTUM HEAP BIG 
NATIONAL SPOT WAMPUM! 



If you've been scouting recent issues of 
SPONSOR, you'll know The Chief has 
left plenty of clues that lead you along 
the right path to your share and more 
of spot radio / tv business. 
Take a tip from the wise chief: be sure 
you're represented in SPONSOR'S 14th 
AIR MEDIA BASICS! 
Key sections are: Timebuying Basics, 
Radio Basics, Tv Basics, and Film and 
Tape Basics. They give important 
charts, tables and statistics about all 
phases of the broadcasting industry. 
Important features include a complete 
county-by-county Tv set count, a direc- 
tory of all AM, FM and Tv stations and 
their representatives — by market, and a 



new directory of timebuyers of the U.S. 
With these and other vital facts, it's no 
wonder AIR MEDIA BASICS wins 
praise from The Influential 2,000 — the 
executives who make the major time- 
buying decisions at top national agencies 
— and the 7,500 other members of the 
time-buying teams. Together, they form 
an important part of SPONSOR'S total 
circulation. 

That's why no other book will be as vital 
a factor in helping time buyers and other 
members of time-buying teams complete 
their Fall spot buying plans. Your ad in 
AIR MEDIA BASICS assures call-let- 
ter recognition for your station — recog- 
nition at the moment of decision. 



THE BROADCAST INDUSTRY'S MOST COMPREHENSIVE AND 
PRACTICAL WORKING TOOL FOR AGENCIES AND ADVERTISERS! 



"Me got reser- 
vation. You 
got yours? 
Send-um smoke 
signal* before 
June 30th." 



*or write, 
wire, phone. 





TUg WEEKLY MAGAZINE 
RADIO / TV ADVERTISERS USE 
40 E. 49th St MU 8-2772 New York 17 



Deadline 30 June • Publication Mid-July 



Sponsor, 40 E. 49th Street, New York 17, N.Y. 

Reserve page(s) in SPONSOR'S 14th Annual AIR MEDIA BASICS. 

My position preference is: 



□ TIMEBUYING BASICS 

□ TV BASICS 



SIGNED. 



REGULAR RATES APPLY 



□ RADIO BASICS 

□ FILM AND TAPE BASICS 

_ FIRM 



Contract Advertisers pay their 
regular earned discount rates. 



3??r DAYTIME 



c o 




P A 



i 



10:00 
10:15 
10:30 
10:45 
11:00 
11:15 
11:30 
11:45 



12:15 
12:30 
12:45 



SUNDAY 

ABC CBS NBC 



Johns Hopkins 
File 7 

EUSt. 



College News 
Conference 



Open Hearing 
nit 



Campaign 
Round-Op 

lUlt 



Lamp Unto My 
Feet 

lull 



Look Up & Live 

lull 



FYI 
lull 



Camera Thre 

lull 



Baseball Came 

of Week 
(partlc.) (1:45- 
concl. ) 



Baseball 



Baseball 



Matty's Funda] Face the Natio 
Mil til 



Frontiers of 
Faith 



NBA Pro 
Basketball 
Anheuser-Busch 



NBA 

Bayuk. Gen. 
MlHi. Schick 



NBA 



World Champ 
. Coif 
Phillies 
Bayuk. ASR 
Sp-P 150.00) 



World Champ 
Coif 



ABC 



MONDAY 

CBS 



NBC 



Restless Cun 

sust. 



Love That Bob 
JSx-TaX, Johnion 
i J., Staler. Tonl 

Ponds. Lever, 
Borden. Mantle 

Tiln SimnniT 



About Faces 

Ponds 



Day In Court 

Ponds, Sterling 
Block. Whitehall 
Tonl 



Cale Storm 

Armour, Sterling 



Beat The Clock 

Mln Maid, Ponds. 

Mastic Tile, 
Ex-Lax. S. C. 

JnliTunn Durkee 



Who You Trust? 
Lever. Armour 

B-Nut. S. C. 
Johnson. J&J 



American 
Bandstand 

B. F. Goodrich 
On. Mills. Lever 



Amer. Band. 

Posltan, Armou 
Tick Ctiemlcal 



American 
Bandstand 
eo-ep 



Red Rowe 

lUlt 



On The Co 
•uit 

J. B. Williams 

r " til mt 



I Love Lucy 

lUSt 

Lever 

alt sust 



December Bridi 
suit 



Love of Ufe 
Dumas Milner 
alt imt 
Amer Bam* Pros 
alt Nablieo 



Search for 
Tomorrow 
PfcO 



Cuiding Light 
PatO 



No net service 



News 
<1:JS 111) 
suit 



World T.nw 
PtO 

Nabisco alt 
Cmrutlea 



For Better Or 
For Worse 
rait 



Art Llnkletter 

Lever 

S. C. Johnson 
Tan Camp 



Millionaire 
Colgate 



Verdict Is Your 
•uit 



Amer Home 
alt lUlt 



Brighter Day 
P&O 



Secret Storm 
Amer Home Pro* 



Edge of Night 
P*Q 

H. Curtis alt 
S. C. Johnson 



Dough Re Mi 
mil 



Play Your 
Hunch 

Bm. & Wmsn. 
alt Whitehall 



Colette 



Price Is Right 

sust. 



Starting 
alt Whitehall 



Concentration 
Culver alt 
Lever 



Mennen alt Lever 



Truth or 
Consequences 

Miles 



It Could Be You 

Culver alt sust. 

P&G alt sust. 



No net service 



No net service 



Queen for a 
Day 
lult 
P&G 



Loretta Young 
lust 



P&G alt sust. 



Young 
Dr. Ma lone 
lust 

Lever (L 6/20) 



From These 
Roots 

sust 

Jergens (6/13 S) 
alt sust 



Comedy Theatre 
sust 



Adventure Thea 
lust 



TUESDAY 

ABC CBS NBC 



Restless Cun 

sust. 



Love That Bob 

Borden. Beech- 
Nut, Minute 
Maid. Tonl. 

Simoniz. Ponds. 
iUatk 



Tile 



About Faces 

Hills Bros. 



Day In Court 

Ponds, Tonl, 
J.&J.. Borden. 
Simoniz, Block 
S. C. Johnson, 

Cale Storm 

Sterling, Borden, 
Renuzlt. West 
gate. Ponds, 
Mnilin Tila, 



Lever 

Beat The Clock 

Lever, J&J, 
Beech-Nut 



Who Do You 
Trust? 

Ex-Lax. Ponds 
Whitehall 



American 
Bandstand 

Welch. Borden 
Goodrich. Lever 
Coty. Gen. Mills 



Amer. Band. 
Tonl. Hollywood 
Candy. Keepsake 

Northern War. 
Posltan 



American 
Bandstand 

CO- 00 



Red Rowe 
sun 



On The Co 
J. B. Williams 
Co. alt lus t 

■ uit 



I Love Lucy 

•ust 

Gen. Mills alt 
suit 



December Bride 
lust 



Scott 
alt luit 



Love of Life 

Geo. Mills 
alt Gold Seal 
Amer Home 



Search For 
Tomorrow 
P&G 



Cuiding Light 
EAO 



No net service 



News 
ll'.U-l ttl ion 



World Turns 
PacO 

Burling alt 

H. Curtis 



For Better Or 
For Worse 
luit 



Art 



Linkletter 

Scott 
alt Ten! 
K.llOfg 



Millionaire 
sust 



Verdict Is Your 
Suit alt 
al t D. Milne r 
Scott alt Tonl 



Brighter Day 
P&G 



Secret Storm 
Ora Mills 



Edge «f Night 
P&G 
Sterling 
alt 

Armstrong Cork 



Dough Re Mi 

Jergens (G/21 S) 
alt. aust. 
■uit. 



Play Your 
Hunch 
Colgate alt suit 
Sterling 

WM'-''-" 



Price Is Right 

Lever (L 6/14) 
alt lust 



Concentration 
Frlftdilre 

Lever (L 6/28) 
alt 

Alberto Culver 



Truth or 
Consequences 

Nabisco alt sust 

Culver alt sust 



It Could Be Ynu 

Miles alt sust 



No net service 



No net service 



Queen for a 
Day 
luit 



Loretta Young 
•uit 



Dr. Malone 

Proctor Elec. 
(L 6/21) 
Plo ugh (6/14 S) 
Sterling alt 



nit 

From These 
Roots 
imt 

Lever (L 6/28) 
-" UM 



Comedy Theatrt 
lust 



Adventure Thea 
•uit 



Restle ■ 

Simon 
Bi 



r 



Love T ■ 
Alberto | 
Dries: J 
Lever, 

Ponds, 



Abour 
DmU 

Re l 



Day In 
Bordeiijl 
Whitehall 

JoU 



Cale! 
Drackeltl 
Mln. 11 f 
Lai. J4 i 

TV 



Beat Th| 

J&J. 
Stiley. I| 

S. C. 



Who Yotj 
Beech-Nd 
Fdi. 13 
Ponds. J 4 
Lever, 
'-- 



Amer) 
Bandsl 

Beech- N nj 

Armour, 

CJ 



Amer. 
Plougl.J 
Milll. 
Hollywood 



Amerl 
Bandstl 



Lone Ranger 
Geo Mills 



College Bowl 

Gen. Electric 



Time-Present 
Kemper Ins. 



Captain Callant 
Gen. Mills 



Rocky & His 
Friends 
Gen Milll 
Kool Aid 



My F I 

Flicfcf 

Gen. 
Kool 



HOW TO USE SPONSOR'S 
NETWORK TELEVISION 
COM PARAGRAPH 



The network schedule on this and preceding pages (46, 47) 
includes regularly scheduled programing from 4 June to 
3 July, include (with possible exception of changes 
made by the networks after presstime). Irregularly sched- 



GRAPH 4 JUNE - 3 JULY 



i 

In 

5l 



NE 


■SDAY 

NBC 


ABC 


IURSD> 

CBS 


\Y 

NBC 


ABC 


FRIDAY 

CBS NBC 


SATURDAY 

ABC CBS NBC 


i 

ve 


Dough Re Mi 
suit 




Red Rowe 
■list 


Dough Re Mi 

Proctor Elec. 
(L 6/23) 




Red Rowe 
■ust 


Dough Re Mi 

Jergcns (6/17 S) 
sust 




leckle 0 leckle 

Gen. Mills alt 
sust 


Howdy Doody 
Nabisco 
alt sust 


Nabisco 


Continental 


Co 
l»m» 

Uit 

altn 
t 


Play Your 
Hunch 

Proctor Elec. 

Colgate 




On The Co 

sust 


Play Your 
Hunch 

Colgate alt sust 

Miles alt 
Heinz 




On The Co 

sust 


Play Your 

Colgete alt sust 
Sterling (L6/17) 
alt Colgate 




Mighty Mousg 
sust 

Colgate alt 
sust 


Ruff tt Reddy 
sust 


J. B. Williams 
alt sust 


J. B. Wms. alt 
sust 


Geo Foods 


ucy 
it 

t~ 

a 


Price Is Right 
Frlfldalra 
alt Starling 

Heinz elt Culvei 




1 Love Lucy 

Armstrong 
alt sust 


Price Is Right 

Lever alt sust 




1 Love Lucy 

sust 


rncc is Mgni 

Lever alt sust 

Culver alt sust 




Lone Ranger 

Gen Mills 


Fury 

Sweets Co. 

Gen Foods 


U. S. Steel alt 
Slmonize 


HUM alt 

aust 


Gerber alt 
Kodak 


sust 


Brick 
a 


Concentration 

Miles 




December Brid< 

sust 


Concentration 

sust 
alt Lever 




December Bride 

sust 


Concentration 

Miles alt Lever 




1 Love Lucy 

sust 


ip^iic Raw 
^irtu> du j 

Miles alt Nestle 


Nabisco alt 
Brlllo 


■ust 


Heinz alt 
Whitehall 


Slmonize alt 
sust 


Lever alt 
Brn & Wmsn 


Nestle alt sust 


Lift 

alt 
mt 
> Prod 
'-•r 


Truth or 
Consequences 
Heine 


Restless Cun 

Drackett, West- 
gate, Hill, 
Ponds 


Love of Life 

Lerer alt Toni 


Truth or 
Consequences 

Proctor Elec. 


Restless Cun 

S. C. Johnson 
Drackett 

Ponds 
Borden 


Love of Life 

Lever 


Tiruth or 

r* AKtMIIIDII/Vt 

Frig, alt sust 


Luncn wirn 
Soupy Sales 
Gen Foods 


Sky King 
Nabisco 


True Story 
■uat 


EUSt 


Amer Horn* 


PAG 


Gen Mills alt 

Stand. Brands 


PAG alt 

Whitehall 


Btarllnf Diug 


Far 

ow 


Could Be You 
Whitehall alt 

aust 


Love That Bob 

Armour, Sterllnj 
Drackett, Mln. 
Maid, Dusharme 
Tonl 


Search for 
Tomorrow 
PAG 


It Could Be 
You 
Miles alt 

Nabisco 
PAO 


Love That Bob 

Beech-Nut, J&J 
Drackett, Armou: 

Tonl, Gen. Foodj 
Simonlz 


Search for 
Tomorrow 
PAO 


Could Be You 
Stand Brands 
alt Frlgldaire 






Detective Diary 
Surllni Drug 


.i.ht 


Heinz alt 
Proctor Elec. 


Cuiding Light 
PAO 


Cuiding Light 
PAG 


PAG alt 

Brlllo 


roil 


srviee 


No net service 


About Faces 
El -I J 


No net servic 


No net service 


About Faces 

Best Foods 
S. C. Johnson 
Hills Bros. 
Ponds 


No net service 


No net service 


No net service 


Saturday News 

sust 


Mr. Wizard 
suit 


.5 

l) sust 


News 
(1:15-1:30) aust 


'urnt 
1 

rands 
'ling 


No net service 




As the World 
Turns 
PAO 

PtlUburr 


No net service 




U/nrlH Tnrnc 
lnF or iu i uiiia 

P&G 

Gen Mills 
alt sust 


No net service 








fcr Or 
wse 
t suit 


Queen for a 
Day 

sust 


Day In Court 

Ponds, Tonl, Gei 
Fds, Lever, 
Drackett, J&J 


For Better Or 
For Worse 

Tonl alt sust 


Queen-Day 

sust 


Day In Court 

Lever, Armour 
Drackett, Tonl 
Boech-Nut, Ex- 


For Better Or 

For Worse 
Lever alt luit 


_ 

Queen tor a 
Day 

Nabisco alt sust 




Baseball Came 
of Week 

Falstaff. Colgate 
State Farm lnsj 
Gen Mills 




PAG 


sust alt 
Dumas Mllner 


PAG alt Heinz 


suit 


P&G alt Culver 


fetter 
Jrw 

loo 
'otot 


Loretta Young 
Nestle alt sust 
Frlgidalre alt 
■ust 


Caie Storm 

Beech-Nut. Bes 
Fds, Drackett 
Bordsn, Lever 

Mastic Tile. JA 


Art Linkletter 

sust 


Loretta Young 

Nestle 
alt PAG 


Cale Storm 

Ponds, J&J, Mln 
Maid, Simonlz 
S. C. Johnson 


Art Linkierrer 
Lever Bros 

Bluer A Black 
alt Armstrong 


Loretta Young 

sust 








Plllsbury 


P&G alt sust 


Heinz alt P&G 


aire 

»U 


Young 
Dr. Malone 

Plough (6/22 SJ 
B&W (6/15 S) 


Beat The Clod 

Johnson A J., 
Drackett, Simonl 
Ponds, Restonlc 


Millionaire 

Stand. Brands 
alt sust 


Young 
Dr. Malone 

Miles alt Culve 


Beat The Clocl 

Beech-Nut. Leve 
Armour, Dracket 


Millionaire 
Cblsate 


Young 
Dr. Malone 

Nabisco (It 6/241 
alt Mennen 








TTpfpz .Tprppni 


sust 


sust 




i Yours 

irands 

ust 

nut 

It- 


(6/22 S) 
From These 
Roots 
sust 


Who You Trust 

Ponds, S. C. 
Johnson, Drack 
ett. Peter Pan. 
Lever, B-Nut, 


Verdict Is Your 

Sterling alt Leva 


From These 
Roots 

Lever alt sust 


Who Do You 
Trust? 

Drackett. Ponds 

Staley, Peter 
Pan. Beech-Nut 


Verdict Is Your 

Gen Mills 
alt sust 


From These 
Roots 

Plough (6/24 S) 
alt sust 








Bm. A Wmsn. 


sust alt 
Amer. Home 


sust 


Lever 


Lever (L 7/1) 


Day 

i 


alt sust 

Comedy Theatri 

sust 


American 
Bandstand 

Lever, Gen Mill 
Beech-Nut, Weld 


Brighter Day 
PftO 


Comedy Theatri 
sust 


Amer. Band, 

Goodrich, Welc 
Gen Mills, Leve 
Toni, Polk Mllle 


Brighter Day 
i PAG 


Comedy Theatre 

Proctor Elec. 
(L 7/1) 


Natl-.Amer. 
League Baseball 

Gillette 
Sp-L $2,750,000' 






Storm 
na Prod 


Secret Storm 

Bern. Band 


Secret Storm 
' Amer Homa Pro 


sust 


Night 

a 

ft alt 

SCO 


Adventure Thea 

sust 


wood Candy 

Ame. Band. 

Plough, Northam 
Warren, Tonl, 
Old London 


Edge of Night 
PftO 
Plllabury 


Adventure Thea 
sust 


Amer. Band. 
Armour, Albert 
Culver. Plough 

Keepsake 


Edge^pjf^Night 

1 Amer Home 
alt 
Sterling 


Adventure Thea 
sust 




Belmont Stakes 
(4:30-5) # 


NBA Basketball 
(various times) 

Anheuser-Busch 

<% Reg ) 
Biyuk {% Net) 






American 
Bandstand 

co-op 






American 
Bandstand 
•o-op 
















Rocky and 
His Friends 

Gen Mills 






Rin Tin Tin 

Gen Mills 
Kool-Ald 













•These are package prices and include time, talent, production and cable costs. 

uled programs appearing during this period are listed Special, CBS, Sunday, 11-11:15 p.m.; Today, NBC, 7-9 

as well, with air dates. The only regularly scheduled pro- a.m., Monday-Friday, participating; News CBS, 7:45-8 a.m. 

grams not listed are: Tonight, NBC, 11:15 p.m.-l a.m., and 8:45-9 a.m., Monday-Friday. All time periods are 

Monday-Friday, participating sponsorship; Sunday News Daylight Saving. 



W i t h new image concepts taking hold, SPONSOR ASKS; 



How did you create your station o 




Station men discuss factors to be 
considered in conceiving a radio 
format that will have individu- 
ality and wide public acceptance 

Bill Currie, general manager, WRAL, 
Raleigh, V. C. 

W hatever commodity one sells, it 
must be tailored to the needs and de- 
sires of the huvers. Since radio's 



Can the 
listener whistle 
it? is rule 
we apply to 
our music 



end product is sound, WRAL has 
delved into the cultural composition 
of the Raleigh community and de- 
termined its basic programing poli- 
cies from the expressed needs and 
desires of the most potential listeners. 

Raleigh is a city whose economic 
life depends upon the operation of 
six colleges and the state government. 
With only two industrial plants, and 
these employing highly skilled elec- 
tronics personnel, the programing of 
any successful station in the market 
must be designed to fulfill the de- 
mands of a cultural society, the in- 
terests of which are different from 
the average industrial city. 

WRAL has experimented with vari- 
ous musical formulas, but has been 
forced by the weight of listener opin- 
ion to evolve a firm policy which pro- 
duces a bright, up-tempo sound, but 
which eschews fad music, hillbilly 
and gospel music. This is not to be 
construed to mean the station fails to 
provide good listening in a religious 
vein, but it does not use the familiar 
"gospel" sound so successfully em- 
ployed in the industralized and rural 
sections of North Carolina. 

Basically, our determining the ac- 
ceptability of a melody is "Can the 
listener whistle it?" If it is pleasing 
and has no psychopathic screaming 



i2 



nor nagging in the middle of the sec- 
ond chorus, WRAL plays it. 

But music is only music. Our news 
is uncovered, written, reported, and 
editorialized by members of our news 
staff. Of course, we use the air serv- 
ice, but we keep three mobile units 
working, and use the entire staff, and 
special assistants on major breaks. 
For instance, on the Democratic pri- 
mary election coverage late in May, 
we plan to use 30 people and nine 
remotes. This, in addition to music, 
forms our total sound. 

Wm. Thomas Hamilton, general 
manager, WNDU, South Bend 

To be realistic, the sound we have 
created for WNDU was in direct de- 
fiance of the bombardment of "new" 
sounds that followed the trend of 
"Top 40" and "formula" music. 

What we feel we have created at 
WNDU is an over-all station concept 
that covers the entire range of pro- 
graming from music to the special 
events, sports, and public service ef- 
forts we provide. 

This concept may seem a little old- 
fashioned to the proponents of the 



We carefully 
program our 
music schedule 
to suit time 
of day 



"new sound" or "hurry up radio" 
with its klaxons, morse code dots and 
dashes, teletype clatter, radar ping, 
and other hurry, hurry paraphernalia 
of the "new sounder," but we kind of 
like it. It's based on a theme radio 
used to be famous for — entertainment 
— -and we feel that if we can offer an 
over-all program that will entertain 
our audience, then we have created a 
true "good radio" sound. 

We used another old-fashioned 
yardstick in creating our sound; we 
experimented with our programing 




until we hit on the types of program- 
ing our audience wanted and at the 
times they wanted it. 

We found that there are certain 
types of good music that do not have 
wide appeal at certain times. Con 
sequently, we revised our program 
schedule to present the most accept- 
able music at the proper time. For 
instance, we program our music early 
in the morning hours with a light 
tempo and up-beat style that goes 
with the breakfast coffee. 

In the late morning and afternoon 
we swing into memory tunes, hits of 
the '40's and '50's, standards and in- 
strumental arrangements. In the eve- 
ning we present pop hits of the day, 
jazz classics and hit show tunes fol- 
lowed by a special "Music You 
Want" segment of classical and semi- 
classical music. 

We know that the tastes of the 
public are varied and changeable and 
consequently we will continue our 
experimentation with various pro- 
grams that we feel will provide the 
entertainment value we want. We 
may not have created a "new sound," 
but I think we have created a new 
appreciation of radio. 

Thomas P. Chisman, president & gen- 
eral manager, WVEC, Norfolk-Hampton, Va. 

I think if you were looking for one 
basic step in creating a station sound, 
I would say that for WVEC it would 
have to be the development of the 
personality of our station sound. 

I don't mean personalities on the 
air, I mean the prestige, image, or 
understanding WVEC projects to its 
listening audience during the entire 
broadcasting day. We feel the per- 
sonality we have developed for our 
station is a reflection of the wishes 
of the community we serve. 

Since we've been on the air we 
have stayed away from the competi- 
tive rat-race that has been passing as 
radio programing and we have con- 
centrated on presenting selective qual- 
ity music. I don't mean that we offer 
nothing but long-hair; far from it; 



k 

Hit 



SPONSOR 



4 june 1960 



>nsound? 



'»ut we have specialized in good pop 
•.nd standards and with the proper 
Jending of this type of music and 
.nnouncers who knows the approach 
ve are looking for, we have created 
i good radio sound over WVEC, a 
r.ound that can be easily identified in 
his multi-station market. 



Proper blend- 
ing of music 
and announcers' 
personalities 
essential 




We have also developed our pro- 
graming sound along lines we think 
will be acceptable to a variety of 
sponsors and products. We know, 
for instance, that there are certain 
clients who believe that the type of 
radio sound they hear indicates fair- 
ly accurately the type of audience 
and therefore the potential for their 
particular product. We have had 
noticeable success with such products 
as automobiles, heavy appliances, 
jewelry, and furniture. 

1 don't think that anyone just 
creates a new sound for his program- 
ing day. To develop the sound that 
! you think will be right for your sta- 
I tion's personality, your potential au- 
dience, and the advertisers you need 
to make your station successful, your 
programing schedule demands a lot 
of personal attention, close harmony 
between your staff of announcers, 
your continuity and commercial copy- 
writers, and everyone else connected 
with your broadcasting. 

Through constant vigilance on the 
part of all of your staff, and a reali- 
zation by them of what you as the 
station manager are looking for, a 
format for your station will eventual- 
ly emerge. And if this understanding 
by your staff is carried out properly 
and is diligently adhered to, your 
station's sound will be pleasing, en- 
tertaining and effective as a broad- 




o bOVlSVlWE 



You'm One, Ootm Going In tyum Hm 



From Lexington, and only from Lexington do you 
have a clear shot at the $657,165,000 spendable in- 
come in the growing 30-county Lexington trading 
area. You have to buy broadcast IN Lexington to 
sell the 559,200 people that spend $445,793.00 for 
retail purchases, $104,334,000 for food, $80,902,000 
for auto, and $16,309,000 for drugs. Be sure your 
next campaign shares the prosperity of 149,500 
households in Central Kentucky by buying broadcast 
IN Lexington, the only effective influence covering 
this area. 



You Have to Buy LEXINGTON 
to Cover the Rich, Growing 
30-County 



CINCINNATI 




FROM THE FABULOUS FIVE IN LEXINGTON 

WBIG * WLAP * WVIK * WKYT-TV *WLEX-TV 



SPONSOR 



4 june 1960 



53 




things happen at Marathon and Sparta 



WPEN 

RADIO 
MAKES 

THINGS 
HAPPEN 
IN 

PHI1A0ELPHI 

WPEN is the only station in Philadelp 
to win the National Safety Council Put 
Interest award, another in a long list 
distinguished honors for news and put 
service programming. This is further prt 
that WPEN serves its community. Our o 
standing record in producing sales resi 
also proves that WPEN sells its commun 
In Exciting Listening, and In Sales, WP 
Makes Things Happen In Philadelph 





Represented nationally by GILL-PERNA 

New York, Chicago, Los Angeles, San Francisco, Boston, Del 

CONSOLIDATED SUN RAY STATloL, 
WPEN, Philadelphia . . . WSAI, Cincinnati . . . WALT, To™ 




Whafs happening in U. S. Government 
that affects sponsors, agencits, stations 

WASHINGTON WEEK 



4 JUNE I960 The headlong dash of the FCC toward stronger regulation of radio and tv sta- 

c«»yri»M uoo tions appeared to be slowed down in the Senate: it could be another case of law- 

sponsor makers talking loud for the public record, and then reversing themselves when it 

publications iNO. came time to put up the cash. 

Meanwhile the FTC was moving at least indirectly to take some of the heat off radio 
and tv and those who advertise on the broadcast media. Personnel engaging in sifting ad 
claims on the air are now to give part of their time to direct mail, it was announced. 

Taking an over-all view, however, it appeared that these developments were more in the 
nature of a breathing spell than any change in the regulatory climate. Stronger regu- 
lation from all sides still appeared to be in the. cards. 

FCC chairman Frederick Ford surprisingly ran into a storm of hostile ques- 
tioning when he appeared before the Senate Appropriations Independent Offices 
subcommittee to ask for $300,000 extra. 

Purpose of the funds was to permit staffing with 25 people of the new (1 June birthdate) 
Division of Complaints and Compliance. The Division was voted by the FCC after the Com- 
mission's money bill had cleared the House, and so the Senate subcommittee was hit with the 
initial request. 

The same Senate Commerce Committee chairman Warren Magnuson, who has clobbered 
the FCC time and again for not policing broadcasters, and who has challenged them to ask 
for more money if they feel they need more people, heads the appropriations subcommittee. 

Magnuson never let the FCC forget that he also had that other job, and that he was wait- 
ing for the commission to ask for the money to do the regulatory job he thought should be 
done. When Ford finally appeared, Magnuson questioned whether the new police unit is 
needed and expressed great concern that it might get into the area of censorship 
or program control. 

The appropriation for the FCC was slated to clear the subcommittee on or about 3 June. 
In view of the Magnuson questioning, and the equally unconvinced attitude of other subcom- 
mittee members, it was not at all certain that the FCC would get any money for the monitor- 
ing-complaint unit. 

It appeared that if money were voted it would (a) be in a reduced amount, say 
in the $100,000-$150,000 range and, (b) would be accompanied by very strong legislative 
language forbidding the FCC to get into the field of programing. 

The broadcasting industry had another ray of hope. The House has never considered or 
held hearings on the $300,000 request. This presents a legislative situation rife with possi- 
bilities, though not too unusual. 

If the Senate does provide any money for the new devision, only the House conferees 
would get to consider the request specifically, with the House limited to voting on the entire 
conference report. This presents no problem — in the absence of strong House opposition. 

Broadcasters do have the chance, though, to convince key Congressmen on the 
House Appropriations Committee — those who will be conferees — that the bill 
moves toward censorship. If they can do that, House conferees might refuse to consider 
any money for the new unit on the grounds that no House hearings were held on it. 

No complete escape appears possible, however. FCC sources say that the new unit will 
go into action regardless of the fate of the money request, even though it might have 
to start off on a small scale at first. 



sponsor • 4 JUNE 1960 



55 



Significant news, trend* in 

• Film • Syndication 

• Tape • Commercials 



FILM-SCOPE 



4 JUNE I960 
•^Wipfct IMS 
SPONSOR 

PUBLICATIONS INC. 



A $600,000 piece of business on a new show came to CBS Films in its firij 
two weeks with Deputy Dawg just on station sales of the cartoon series. 

The show, which can be used as 26 half-hours or 104 seven-minute segments, is animal 
by Terrytoons. 

Fifteen station sales with 1 October start dates include the Metropolitan group of WNE1 
TV, New York; WTTG, Washington; KOVR, Stockton, and WTVH, Peoria, plus WBKB-T\f 
Chicago; KTTV, Los Angeles; WHDH-TV, Boston; WJBK-TV, Detroit, and WCCO-TV, 
neapolis. 

The CBS licensing unit has made merchandising deals on Deputy Dawg to Groi 
& Dunlap for coloring and story books, to Dell for comics, to Jaymar for jigsaws, to Tranw< 
gram for coloring sets and board games, and Ben Cooper for costumes. 



Although this has definitely not been a distinguished season for syndicatioi 
some companies are refusing to stoop to loss-operation tactics. 

One major syndicator recently turned down a big regional deal when it learned who 
producer would be. 

The producer, although noted for good product, is also famous for late deliveries 
episodes, resulting in prohibitive film print expenses to get the show on the air. 



Programs for Television, a new production and distribution company, has got- 
ten off to a start with a U. S. distribution deal for 38 J. Arthur Rank feature films. 

Principals of the new company are Leonard Loewinthan, president, Everett Rosenthal^ 
programs and production executive v.p., and Michael M. Sillerman, executive sales v.p.; Siller 
man was a founder of TP A and the other two men were owners of Pyramid Productions. 

Shows in the planning stage include one featuring the Duke and Duchess of Windf 
sor as hosts, a five minute children's art lesson series, and a Court of Human Relations 
starring eminent moderators. 

Conoco (B&B) has switched to another show, but it won't be leaving CBS 
Films' Whlrlybirds just yet. 

CBS Films is getting unusual orders to continue the show in markets for as long as need 
ed for the alternate week advertiser to clear new time periods. 



Thompson-Koch Advertising is continuing its barter operation on behalf of 
Sterling Drug with Saber of London and The Vise, under the omnibus title of Uncovered. 

A total of 119 episodes, said to be first-run in syndication, are involved. 

Under the deal Sterling Drug gets spot time equal to the film's value, figured 
against station rate cards, less agency commission. 



ITCs Interpol Calling is now reportedly sold in 109 markets, including 64 of 
the 75 largest tv markets in the nation. 

The unusually wide range of advertisers for the show includes Commonwealth Edison, 
Krey Packing, Renault, Lincoln-Mercury, Dodge, Sealy and Restonic mattresses, and Miller's, 
Piels, Pfeiffer, Labatts, and Blitz-Weinhard 



56 



SPONSOR • 4 JUNE 1960 




SPONSOR 



FILM-SCOPE continued 



The exit of film producers from the video tape field has left the tape commer- 
cials industry, now booming, in the hands of broadcast-oriented men. 

In recent weeks Elliot, Unger & Elliot announced it was not accepting further tape orders 
and Filmways confirmed the difficulties film men have had with tape when Martin Ransohoff 
blasted the technique as economically infeasihle. 

This was Ransohoff 's second burn with tape: One, he bought Ampex recorders and then 
re-sold them, and more recently he went to the brink with RCA, didn't buy the recorders, but 
did install the outlets. "I lost $150,000," Ransohoff admitted. 

But broadcast-born tape producers such as CBS TV Production Sales, Telestudios, NBC 
and Videotape Productions were enjoying a tape boom. 

The CBS unit, estimated to be going at a projected $2.2 million annual clip on commer- 
cials production, tripled its first quarter business for this year over 1959, and these 
factors were understood to be largely responsible: 

• Use of tape to produce commercials which are then effectively transferred to film for spot 
trafficking. 

• Rise of tape production for commercials which use both network and spot. 

• Switches of entire campaigns to tape which were formerly filmed. CBS tape clients in- 
clude Mazola, Polaroid, American Gas, Vicks, L & M, Vel, Nabisco, Pond's, Max Factor, 
Yardley, Sleep-eez, Fab, Benrus, Lux Liquid, Blue Bonnet, Duke, Chesterfield, Carnation, 
Chicken of the Sea, Aero-Wax, Schlitz, and Crest. 

Telestudios adds more bright notes to the tape picture, predicting a 20-25% 
share for tape by the end of the year among all commercials but animation. 

Just in the past two weeks Telestudios has done 21 tape commercials, including a series 
formerly on film for Carter's Pills (Ted Bates), and others for Armstrong, Kellogg, Saturday 
Evening Post, and Esso. 

Half of Telestudios' current business is expected to be on campaigns formerly film. 



Split awards and cooperative production efforts on commercials which won 
prizes at the commercials festival last month had led producers to make a new tally 
on who came out on top. 

Only two producers had clear title to five awards : Robert Lawrence and Elliot, Unger 
& Elliot. 

But both producers had claim to participation in other commercials, raising the 
respective totals to seven and six; furthemore, Playhouse's share in other winners raised its 
total from two to five. 

Source of much complexity was the fact that Minneapolis Gas and Knox-Reeves entered 
separate commercials, one by Playhouse, another by Grantray-Lawrence ; then the split entry 
won both in product and special excellence awards, creating four wins from one entry. 

Note also that Lawrence's name should be added to chart and copy (sponsor, 28 May, 
pp. 34, 35) as producer of one local-award Minneapolis Gas commercial and also among pro- 
ducers who won multiple awards. 



A closed circuit cable will be installed by Videotape Productions between its 
studios and agency offices on the other side of town. 

Agency men will be able to monitor production and check through Videotape's talent 
file on tape without leaving their desks in some cases. 

The cable will also work the other way : Agencies like J. Walter Thompson, N. W. 
Ayer, and Benton & Bowles, which have their own tv workshops, will be able to 
feed to the tape center for tape or kine recording. 

The cable connecting agency and producer is seen as the first step toward the ultimate 
idea of working on commercials through living story boards. 

4 june 1960 57 



4 JUNE I960 

CwjtIiM IN* 
•PONSOR 
PUBLICATION* INC. 



A round-up of trade talk, 
trends and tips for admen 



SPONSOR HEARS 



ASCAP, which hasn't pursued a test case since the advent of radio, is prepar- 
ing to file such a suit against community antenna systems. 

The litigation will contend that because these systems involve a profit they are subject to 
the same music licensing requirements as tv stations. 

Likely to be revealed by the actions: who's been putting up the money for the com- 
munity antenna operations. 



If a network advertiser is wondering why there's been no response to his wishes 
to sell off half of his nighttime show, this is the reason : 

The network's sales staff have been instructed to get rid of all network-controlled 
show openings available before calling attention to this client's alternate period. 

Add to your department of "whatever happened to . . . ?" 

1) The report that Dean Roscoe Barrow was supposed to make to the FCC on tv 
network programing control. 

2) The implementing by ANA members of the Albert W. Frey study on agency com- 
pensation. 

Now that the warm weather has settled in New York the heads of rep firms are faced with 
that perennial problem of quitting for the weekend in mid-Friday afternoon with- 
out risking an exodus of the sales staff a few minutes later. 

As one rep partner recollected about an incident of last summer: "I had turned back to 
get something I had forgotten when I was almost trampled by the rest of the office in 
the lobby of our building." 

Do you know what the new business solicitor for an upper-rung agency makes 
the core of his pitch nowadays? 

Well, it's his agency's superior effectiveness in these respects: (1) getting the 
choice spots because of closer relations with stations in important markets, (2) the power and 
ability to negotiate with the tv networks for choicer programs and time periods, (3) writing 
and producing commercials. 

Remember when they used to talk about marketing? That's now old hat. 

It might not be smart to tangle on questions of law with certain people in the 
business: it happened to be their livelihood before they came into broadcasting. 

Among the more prominent in this coterie are: ABC's Leonard Goldenson, West- 
inghouse's Don McGannon, KTTV's Dick Moore and WGN's Ward L. Quaal. 



The No. 1 fad among Madison Avenue's younger element this season: taking the Eu- 
ropean tour and making it by airline. 

It especially applies to the people on the creative side, with the result that bookings 
are jammed until late July or August. 

The European surge fits in with the attache-case set's penchant for doing the right 
tiling, being seen in the right places and talking about the right things. 



58 



SPONSOR • 4 JUNE 1960 



How to fix a radio 



There's no sense in being whelmed by 
the little box. Take it in stride. Let's 
say it has been working. Suddenly it 
stops. No Cha Cha Cha. No at-the-sound- 
of-the-kazoo-it-will-be-exactly. No price of 
buckwheat groats on the noon news. No 
buzz. 

Let's say you try the usual remedies: You 
shake it. You blow the dust off the back. 
You kick it a little. It ticks momentarily, 
hisses malevolently, and subsides. If it's a 
transistor, put it to your shoulder and burp 
it. Then put it down and skip the next 
paragraph. 

If it's a tube set, pull the plug and get 
out the old tube tester. Out on loan? Pull 
all the tubes and take 'em to the corner 
drug store. If the druggist's busy, test 'em 
yourself. One will be doubtful. It's the 
one on the list priced above $3.00. (If 
you're in a hurry, just check your tube 
numbers against the price list. The most 
expensive tube will always test doubtful or 
worse, so you may as well save checking 
time.) Okay, pay the man $3.40, go home, 
put all the tubes back. (This is no place 
for creative placement. Put 'em back where 
they came from.) Plug in. No Cha Cha 
Cha. No at-the-sound-of-etc. No price of 
buckwheat groats. No buzz. 



If you're a time buyer in the New York 
area, skip the rest of this paragraph. If 
you're a time buyer outside the New York 
area, you know an engineer at one of the 
stations in town; call him. Ask him to fix 
it. Send it over to him. Three weeks later, 
drop over, pick it up, dust it off, and take 
it to a repair shop. 

(This constructive commentary reaches you 
through WMT, CBS radio for Eastern Iowa, 
mail address Cedar Rapids, whose engineering 
dept. doesn't fix radios but whose sales dept. 
and national reps — the Katz Agency — fix 
sales.) 




SPONSOR • 4 JUNE 1960 



TELEPULSE 



RATINGS: TOP SP 








Top 10 shows in 10 or more 
markets: 17 Feb. -15 March, 
1960 

TITLE. SYN0ICAT0R, SHOW TYPE 


National 
averaoa 


7. STATION 
MARKETS 


5-STA 
MARKET 


4-STATION MARKETS 




IS' 1 ' 


N.Y. LA 


Seartlt 


Caleigo Detroit Mmplt. St. Lttili San Fran. Wash. 


Atlanta Bait. Boston Burials CI 




Sea Hunt 

ziv-ua i.Athimlure) 


21.9 


27.8 14.2 

wcbs-tv kria-tv 
I0:30nm 10:30pm 


31.0 

king -I v 
7:00pm 


21.4 29.2 19.9 21.2 25.2 10.4 

wnbq-tv wjltk-tt wtcn-tv ktli-tv kron-lv wmal-lv 
9:30pm lO.JOpm 9:30pm 10:30pm 7:00pm 7:00pm 


16.9 14.3 19.7 19.9 2C 

wsb-t\ wbal-tv whtlh-tv wkbw-tv wkii 
7:00pm 10:30pm 10:30pm 10 :00pm 7111 


in 


Mike Hammer 

M « (Mystery) 


19.5 


17.6 14.8 

v\rca-lv krca-tv 
10:30pm 10:30pm 


15.5 

king-tv 
10:30pm 


15.4 5.5 22.8 16.0 

wgn-tv cklw-iv kstl-tv wrc-tv 
9:30pm 9.00pm 10:00pm 10:30pm 


13.0 18.2 12.4 19 

wl\w wnac-tv wkbw-tv wlt/i 
10:30pm 5:00pm 10:30pm A 


m 

t 


Death Valley Days 
u... ioiia x (Western) 


19.5 


12.1 16.9 

urca-tv krca-tv 
7 :00pm 7:00pm 


23.5 

klng-tv 
7:00pm 


16.4 19.2 30.7 14.5 17.7 18.2 

wgn-tv wiyz-tv wcco-tv kstl-tv kpli-tv wrc-tv 
9:30pm 7:00pm 9:30pm 9:30pm 10:30pm 7:00pm 


21.5 14.8 18.2 17.0 IS 

wsh-l\ wmar-tv wbz-tv wben-lv wkn 
7:00pm 0 :30pm 7:00pm 7.00pm 7:(>< 


235 


Huckleberry Hound 

SCREEN GEMS (CartUOll) 


18.4 


10.2 14.2 

wpix-tv kttv 
0:30pm 7:00pm 


22.5 

king-tv 
fi '.00pm 


17.2 22.7 24.5 12.5 20.9 18.9 

wgn-tv i-kl-.v-tv wcco-tv kplr-tv ktva-tv wttg-tv 
7:30pm 7:00pm 6:30pm 0:00pm 6:30pm 7:00pm 


14.2 15.2 23 

wsb-t\ wnac-tv wcD'<- 
5:00pm 6:30pm 6:30 


11.5 

i. 


Whirlybirds 

(Adventure) : 


17.6 


3.9 5.2 

wpix-tv khj-tv 
7:00pm 7:30pm 


27.3 

komo-tv 
7:00pm 


10.5 10.5 9.5 16.4 16.9 

wgn-tv wiyz-tv wtcn-tv kstl-tv wtop-tv 
9 :00pm 11:00pm 6 :00pin 10:00pm 7:00pm 


20.5 17.2 21.9 18 

wsb-tv wnac-tv wben-tv wcr<< 
7.00pm 7:00pm 7:00pm 6 30 


IS.) 

r 


Lock Up 

ii v (Drama) 


16.8 


9.3 11.9 

wrea-tv kabc-tv 
7:00pm 7:00pm 


21.3 

komo-tv 
10:00pin 


10.0 8.5 19.5 19.2 14.7 

w-nbq-tv wjbk-tv kstp-tv kstl-tv kron-tv 
10:00pm 7 :30pm 9 :30pm 9:30pm 7 :00pm 


16.7 10.3 18.0 14.5 14 

wltt -a wbal-tv whtlh-tv wgr-tv whil 

I0:30pm 7:00pm 10:30pm 10:30pm 10:.'i| 


151 


Manhunt 

screen oems (Mystery) 


16.6 


4.2 8.7 

wnew-tv krca-lv 
6:00pm 7:00pm 


21.8 

king-tv 
7:00pm 


19.5 14.9 16.5 14.2 19.5 

wgn-tv wjbk-tv kstp-tv ktvi-tv kron-tv 
9:30pm 10.30pm 10:30pm 10:00pm 6:30pm 


18.9 13.4 16.2 15 

wsb • t * wnac-tv wgr-lv whi 
7:00pm 6:30pm 7:00pm 10.TJ 


110 

: C- ■ 


Border Patrol 

«=■» (Adventure) 


16.5 


5.7 

wabc-tv 
7:00pm 




12.0 16.0 22.9 13.9 8.9 

wgn-tv wwj-lv kstp-tv kstl-tv wrc-tv 
9:00pm 7:00pm 9:30pm 10:00pm 7:00pm 


16.2 23.3 22.2 29.4 10 

wsb-tv wjz-tv wbz-lv wkbw-tv wcpi 
10:30pm 5:30pm 7:00pm 10:30pm 10 


IS 

' 


Quick Draw McGraw 

SCREEN GEMS (CaTtOOn) 


16.3 


11.2 13.4 

wpix-tv kttv 
*i :30pm 7:00pm 


19.3 

king-tv 
6:00pm 


17.4 11.4 17.2 16.5 

wgn-tv rklw-tv ktvu-tv wttg-tv 
6 :00pm 6:30pm 6:30pm 7:00pm 


16.2 12.9 20 

wsb-tv wnac-tv wcp'j 
0:00pm 6:30pm 6:3Q| 


IS.S 


U. S. Marshal 

nt* ( Western) 


16.3 


5.2 6.7 

wabc-tv kttv 
0:00pm 9:00pm 


2.8 

ktnt-tv 
0 :30pm 


16.0 14.4 15.0 6.5 11.2 14.9 

wgn-tv wwj-lv wtcn-tv ksd-tv kgo-tv wrc-tv 
9:00pin 10:30pm 9:30pm 10:00pm 7:00pm 7:00pm 


22.5 26.9 16 

waga-tv wnac-tv wcp-j 
10:30pm 10:30pm 10 :Ei 


i 



Top 10 shows in 4 to 9 markets 



Flight 

(Adventure) 



Bold Venture 

ziv-UA (Adventure) 



Rendezvous 

=»s (Drama) 



Pony Express 

cnp (Adventure) 



State Trooper 

M « (Adventure) 



Vikings 

ziv-ua (Adventure) 



Cray Ghost 

c " (Adventure) 



ladge 714 

»' I Mystery) 



Decoy 

jrrici»L (Mystery) 



Mr. District Attorney 

ziv-ua (Mystery) 



Twenty-Six Men 

«.c Western » 



16.3 



16.0 



15.3 



14.1 



13.6 



13.3 



12.7 



12.9 



12.7 



12.1 



12.1 



4.2 

wpii-tv 
7:30pm 



13.3 9.9 

wcbs-tv kttv 
7:00pm 9:00pm 



3.7 

kabc-tv 
7:00pm 



10.7 

kltv 
7:00pm 



3.7 

khj-tv 

8:00pm 



4.7 6.4 

wabc-tv kabc-tv 
6:30pm 7:00pm 



6.2 2.4 

wnew-tv kcop-tv 
7:30pm 7:30pm 



2.9 

wpli-tv 

10:00l>m 



10.2 

kttv 

9:30pm 



5.2 

wnew-tv 

5:30pm 



1.7 8.7 

wpli-tv kttv 

10:00pm 7:00pm 



22.5 

komo-tv 
6 :30pm 



21.8 

king-tv 
7 :00pm 



25.0 

komo-tv 
7:00pm 



8.3 

kiro-tv 
6 :30pm 



6.5 

ktnt-tv 
6:30pm 



12.9 

wttg-tv 
7 :30pm 



15.4 

wiyz-tv 
7:00pm 



15.0 

wrc-tv 
10:30pm 



11.2 12.4 

ktvi-tv kron-tv 
10. OOpm 7:00pm 



12.5 

wtop-tv 
7:30pm 



9.0 

wgn-tv 
9:30pm 



18.9 

kstp-tv 
10:30pm 



5.9 

wmal-tv 

6:30pm 



7.0 

wgn-tv 
7:30pm 



16.0 

ksd-tv 
9:30pm 



17.5 

WTC-tT 

7:00pm 



17.6 

kstp-tv 
10:30pm 



13.5 

Wttg-tV 

7:30pm 



8.2 15.5 

wgn-tv wiyz-tv 
8:30pm 7:00pm 



6.5 17.5 

cklw-tv kstp-tv 
10:30pm 10:30pm 



9.7 

wttg-tv 

5 :30pm 



6.9 13.5 11.8 

wgn-tv wiyz-tv wcco-tv 
8:30pm 7:30pm 10:30pm 



16.4 26.5 

wbz-tv wben-tv 
10:30pm 9:30pm 



12.5 

wiw-a 

6:30pm 



19.7 

wkbw-tv 
10:30pm 



13.2 

wiw-a 
fi :30pm 



18.7 19.2 

wnac-tv wben-tv 
7:00pm 6:00pm 



17.2 

wgr-tv 
7:10pm 



5.5 

wmar-tv 
11:30pm 



11.6 

wmar-tv 

6 :30pm 



12.3 

wmar-tv 

6:30pm 



15.9 

wiw-a 

fi:30pm 



Mi Washington Copter Patrol was used for Whirlybird*. 

F* ims lined are ivnillcated. % hr., % hr. and hr. length, telecast In four or more markets. The average ratine Is an unwelehted averaee of Individual market ratines listed above. Blank: ip 
<*'«i'w film not broadcast in this market 17 Feb. -15 March. While net shows are fairly stable from one month to another In markets In which they are shown, tlhs Is true 
extent with syndicated shows. This should be borne In mind when analyzing ratine trends from one month to another In this chart. Classification as to number of stations 



60 



SPONSOR • 4 JUNE 1960 



LM SHOWS 



WSBT-TV 



3. STATION MARKETS 


2-STATION MARKETS 


■ M. Milw. New Or. Phlll. 


Birm. Dayton Prov. 


' j 121.4 26.0 27.5 25.5 

tbns-U vvisn i\ Hdsu-t? Hcau-tv 
7:3 »pm 9:30pm 9.30pm 6:00pm 


28.8 19.0 23.8 

ub.c-tv ivlw-d wpro-tv 
9:30pm 10:30pm 7:00pm 


4 ' 30.4 26.9 27.2 

vbns-tv mW-tv wcau-tv 
10:30pm 9:30pm 10:30pm 


35.8 

whio-tv 
8:30pm 


0 ; 23.5 19.9 21.5 19.5 

•sbDS-t? tttnij-tv w-dsu-t? wrc?-t? 
9:30pm 9:30pm 9:30pm 7:00pm 


20.5 26.3 23.3 

wbrc-t? WHl-d Hjar-tv 
10:00pm 7:00pm 7:00pm 


I: 18.5 14.2 

11 wtvn-tT wcau-tv 
6:30pm 7:30pm 


27.0 

wapi-tv 
6:30 pm 


I 15.5 21.7 25.2 16.5 

wtvn-tf wtmj-tv wdsu-tv weau-t? 
7:04pm 9:30pm 9:30pm 6:00pm 


33.8 15.3 28.3 

wbro-tv whio-tv upro-tv 
7 :30pm 7 :30pm 7 :0Opm 


I ■ 15.9 21.9 21.9 

wlw-c wwl-tv WTCV-tT 
10:30pm 7:30pm 7:00pm 


29.5 23.8 17.8 

wbrc-tc whlo-tv wjar-tv 
9.30pm 10:30pm 7:00pm 


' 12.0 21.5 19.2 

wlw-c wtmj-tv wdsu-t? 
7:04pm 9:30pm 10:00pm 


24.0 23.3 

wapi-tv wlw-d 
9:30pm 7:00pm 


' > 9.5 29.2 17.5 

wlw-c wwl-tv wfil-t? 
■'• ' 7:00pm 9:30pm 7:00pm 


20.8 

wpro-tv 
7:00pm 


«> 13.5 15.2 

'•' t wtvn-tT wcau-t? 
630pm 5:00pm 


27.0 

uapl-w 
6:30pm 


ID 18.3 15.2 18.2 

'*. 1 wtvn-t? witi-tv vdsu-tv 
" : 10:30pm 6:00pm 10:04pm 


29.5 22.8 26.0 

wbrc-tv whio-tv wpro-t? 
7:30pm 7:00pm 10:30pm 






31.3 

wbrg-ti 
7:00pm 


16.4 19.2 

tt*isn-tv wdsu-tv 
9:30pm 10:30pm 








15.2 

■ wivl-t? 

1:00pm 

- J 




! 20.0 

WtFD-tT 

7:00pm 




16.7 

WtTO-tT 

1 S :00pm 






19.3 

i' b-g-tv 
4 :30pm 


18.2 

wwl-tf 
10:30pm 


27.5 

whio-tT 
10 :30pm 


1 


21.8 

uiu-d 
10:30pm 


15.5 13.2 

• wtvn-tf \reau-u 
i 6:30pm 5:00pm 






26.0 

wbrc-tf 
6:00pm 



...SOUTH BEND, INDIANA'S 
DOMINANT STATION 




Pulse's own. Pulse determines number by measuring which ita- 
ictually received by homes In the metropolitan area of a given mar- 
loueh station itself may be outside metropolitan area of the market. 



' HOOSIER FAVORITE"... 

The Teenagers Show That Parents Watch 

With Bruce Saunders and Joe Kelly at the helm of "Hoosier Favorite", WSBT- 
TV's production studio really "jumps" on Saturday afternoons. 

From 4:30 to 6:00 p.m. teenagers crowd the studio and home TV sets for top 
tunes, dancing and the unpredictable antics of Saunders and Kelly. While pri- 
marily a show for the younger set, half of the viewing audience is composed 
of adults (Nielsen, Feb., I960). Now in its sixth year, the show consistently 
rates over 20. 

With popular local shows and top CBS programs, WSBT-TV continues to 
dominate the 3 station South Bend market. The February, I960 Nielsen gives 
WSBT-TV 47% weekly share of sets in use, sign-on to sign-off 

Per household income of the South Bend Metro Area is $7553. . . Indiana's 
highest! Buying income of the entire 15 county coverage area is over $1.6 
billion! See your Raymer man for complete details and for remaining avail- 
abilities on "Hoosier. Favorite." 

WSBT-TV® 

South Bend, Indiana • Channel 22 

Ask Paul H. Raymer • National Representative 



SPONSOR • 4 JUNE 1960 



61 



expect you to 

PULL CUSTOMERS 
OUTOFAHAT... 

use tde 

MAGIC WORD.. 




in 



SAN ANTONIO its 




ABC Television in San Antonio . . . 
the Greatest Unduplicated Live 
Coverage in South Texas! 

Represented by 
THE KATZ AGENCY 



National and regional buy 
in work now or recently complete,, 



SPOT BUYS 



TV BUYS 

Colgate-Palmolive Co., New York: New schedules start this month 
for Fab in about 15 markets. Prime minutes are being used for 13 
weeks. Buyer: Russ Barry. Agency: Ted Bates & Co., New York. 

Procter & Camble Co., Cincinnati: Scheduling announcements be- 
ginning this month in about 200 markets for Tide. Night minutes 
run through the P&G contract year. Buyer: Paul McDonough. 
Agency: Benton & Bowles, New York. 

Helena Rubinstein, Inc., New York: Campaign for Color Lift 
rinse begins first week in June for four weeks. Prime and late night 
minute schedules are set in about 15 markets. Buyer: Maxine Cohen. 
Agency: Ogilvy, Benson & Mather, New York. 

Ceneral Foods Corp., Perkins Div., Chicago: Twist, a new instant 
drink in a variety of flavors, is reportedly being tested in several 
markets. Schedules are now running upstate New York and in 
Denver with heavy frequencies of minutes, 20's and I.D.'s. Buyer: 
Dorothy Fromherz. Agency: Foote, Cone & Belding Chicago. 

Ceneral Toy Co., New York: Getting ready the fall campaign for 
its toy line. The top 45 markets will get schedules, heavy on kid 
show participations, mid-September to Christmas week. Average 
frequency is 20-25 per week per market. Buyer: Elaine Hudson. 
Agency: Webb Associates, Inc., New York. 

W. A. Sheaf fer Pen Co., Ft. Madison, la.: Planning a major push 
this fall for its back-to-school promotion, in about 75 markets. 
Minutes and 20's will be placed in and around programs with strong 
teen-age appeal. Buyer: Carl Sutphin. Agency: BBDO, Chicago. 

RADIO BUYS 

Clenbrook Laboratories, Div. of Sterling Drug, Inc., New York: 
Two-week campaign for Energine lighter fluid begins 6 June. Day 
minutes are being scheduled in about 15 markets. Buyer: Ron 
Bobic. Agency: Dancer-Fitzgerald-Sample, New York. 

Campbell Soup Co., Camden, N. J.: Activity on its soups begins 
this month in New England-eastern markets. Schedules are for 10 
weeks, Monday Saturday day minutes and 20's. Buyer: Hal Davis. 
Agency: BBDO, New York. 

Scott Paper Co., Chester, Pa.: Going into 35 markets 24 June with 
a one-week campaign for Cut-Rite wax paper. Fairly heavy frequen- 
cies of traffic and day chainbreaks and I.D.'s are being bought. Buy- 
ers: Joan Shelt and Gloria Mahaney. Agency: J. Walter Thompson 
Co., New York. 

SPONSOR • 4 JUNE 1960 



• 



I 





In the last three decades advertisers and their agencies 
have spent billions of dollars on air. A lot of people 
lived on it. A lot of goods were moved. 

To those who live on air SPONSOR serves a function 
no other publication can match, for SPONSOR is 
the most definitive study of air in the broadcast in- 
dustry. It is the news of air— the plans of air— the 
progress of air— the thoughts of air— the very life of 
air— delivered to you every week — 52 weeks a year. 



and earn its salt are just much too important for 
light reading on a routing list. 

If you live on air — read SPONSOR at home. Read 
it on A time, B time or C time but make sure it's 
free time at home. At the price of only $8 a year you 
can have 52 issues of this most useful publication in 
the field at your side — to see, study, tear out and file. 
It's the best investment you'll ever make. Order your 
home subscription today. 



Most every man who's gotten anywhere in air reads 
SPONSOR. The man who wants to get there faster 
reads SPONSOR at home— because the very chem- 
istry of broadcasting— the factors that make it move 




THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE 





NEWS & IDEA 

WRAP-UP 



10,000 to 1 shapely Jean Turner, shown pointing at thousands of empty cigarette packs and 
cartons sent by Charleston, W. Va. clubwomen for WKAZ's Community Club Awards campaign 




SI ///' 



-* //////// ,*V \ „ -*>P • - >te!t 




'"'l.vtnrj 




•His 



STRAIGHT FROM THE HORSE'S MOUTH! Her name? Nellie the Nag. Occupation? 
Selecting 20 horse tidbits mailed to WINS, N.Y., with help of station personality Jack Lacy (I) 
and program dir. Rick Sklar. 20 senders will win free outing at Aqueduct plus gambling cash 




ADVERTISERS 



Colgate (Bates) has scored some 
thing of a victory in the process 
of buying Sister Eileen as a re- 
placement this fall for The Mil- 
lionaire. 

It gets control over the new series 
to be produced by Screen Gems, even 
though CBS TV had started the dick 
ering for the show some time ago. 

It was the only condition on which 
Colgate would become a sponsor. 

(See page 33 for article on agenc) 
reaction to network program con 
trol.) 

There aren't as many sun tan lo 
tions around in air media as usu 
al, but among those active th» 
season are: 

Tanfastic (Foote, Cone & Belding) 
Revlon Sunbath (Grey), Lanvin's 
Bain de Soleil ( Heineman, Kleinfeld 
Shaw & Joseph, New York), and Cop 
pertone (Lake, Spiro, Shurman, Inc. 
Memphis) . 



DOUBLE ENTRY to WWDC's (Wash. 
D. C.) annual search for Miss Washington 
part of Miss America contest, are 18-year- 
old twins Diane and Darlene Wroblewski 
Both are readying dramatic routines for event 




SPONSOR • 4 JUNE 1960 




I Campaigns: 

• Revlon's Top Brass hair dress- 
ing for men and new Top Brass roll- 

*"* 1 on deodorant for men will be heavily 
■ promoted this spring via an exten- 
sive spot tv drive in the top 30 mar- 
1 kets. Newly revised one-minute films 
featuring the hair dressing alone are 
employed in the campaign, which ex- 
| tends through June. Top Brass will 
also receive heavy exposure on Rev- 
lon's CBS TV programs. Radio spots 
j will supplement the tv push in New 
York. Agency. Mogul Williams & 
Saylor. 

• The Charles E. Hires Co. will 
promote the "togetherness" of its root 
beer drink and ice cream this sum- 
mer with the largest warm weather 

' campaign it has ever scheduled. Pro- 
motion is built primarily around local 
tv and radio spots in key markets. 



m 



1 



F. R. Tripler & Co., men's stores, 
sponsored 48 safety announce- 
ments during the past Memorial 
Day weekend over WCBS, New- 
York. 

This marked Tripler's initial use of 



radio. The spots, instead of mention- 
ing products, highlighted such things 
as the store's clientele, its tradi- 
tion, and the like. Agency: Fuller & 
Smith & Ross. 

New faces: General Mills is intro- 
ducing a star-shaped breakfast cereal, 
Twinkles, via tv spots. Agency: 
DFS . . . Coca-Cola is merchandising 
a Coke with ice-cream drink. The 
Float-With-Coke campaign gets un- 
derway with radio spots before the 
summer. 



Strictly personnel : Joseph Chira, 
appointed advertising director of 
Lanolin Plus, Inc. . . . Stanley Pra- 
ter, to advertising manager for the 
Chemical Division of Minnesota Min- 
ing & Manufacturing . . . John Van- 
derzee, to sales manager of battery 
separators at United States Rubber 
Co. 



AGENCIES 



Lennen & Newell, a habitual late 



shopper, this week picked up 13 
commercial minutes for Loril- 
lard of the Aquanauts on CBS 
TV for the final quarter. 

Because of the show s limited line- 
up (it comes at 7:30 EST), the price 
per commercial minute, with Loril- 
lard's high discount, comes, it's re- 
ported, to 818,000. 

Here's another example of an 
agency using air media to sell 
the company's image: 

The Zakin Co., New York, has 
bought time on WABC-FM, New 
York, and is producing, for them- 
selves, a program with entertainment 
and cultural appeal. Zakin is also 
presenting its own commercials, fea- 
turing specific problems which an 
agency and its clients face. 

Agency appointments: General 
Foods, for certain new products in- 
ks Perkins division, to the Chicago 
office of Y&R . . . Fiat Motor Co. 
from Adams & Keyes to Grant Ad- 
vertising . . . Ideas, Inc., for its 
toys, novelties, and premiums, to 
Tobias, O'Neil & Gallay, Chicago. 




m m & 




ROARING IT OUT with a loudspeaker and 
receiver from the '20's to promote National 
Radio Month are Pat Shemo (I) and d.j. 
Clark Race of KDKA, Pittsburgh. KDKA's 
broadcasting days date back to Nov. 2, 1920 



u. — Tn - 



BURNING THE CANDLE — giant neon-type 
transformed from top of KYA's transmitting 
tower in San Francisco, and lit each night 
Giants win — are station mgr. James Jordan 
(I), and Hamm Brewing's Robert Hueter 





MEDIA EXEC winners of Telequii, contest 
by WOW-TV, Omaha, won evening for two 
at Waldorf's Empire Room. Gathered around 
Frank Fogarty (at piano), exec v.p., Meredith 
Bdcstg., who presented awards, are (l-r) Clif- 
ford Botway, OBM; Alan Bobbe, Aitkin- 
Kyneft; Dorothy Houghey, Grey; Beryl Sei- 
denberg, KHCC&A; Roger Clapp, B&B 



SPONSOR • 4 JUNE 1960 



65 



YOU 
KCAN'T 
KCOVER 

TEXAS 

without 

KCEN-TV 




WHOLE LOAF! 

all 33 Central Texas 
counties... the most 
nourishing buy in the big 
Waco -Temple market. 



JB 



CHANNEL 



CEN-TV 



f (Mm . waco 




BLAIR TELEVISION ASSOCIATES 

National Repre$entative» 



Immediate plans call for a saturation 
spot tv campaign in Chicago . . . 
Safeway Brake Shops and their fran- 
chised dealers, to Grcsh & Kramer, 
Philadelphia . . . Weldit, Inc., to 
Rossi & Co. Detroit . . . Siinonize 
I S4 million) will soon choose its new 
agency replacing Y&R, Chicago. 

New division: Gardner Advertis- 
ing this week created a media re- 
search group headed by Robert Rei- 
menschneider as director and Ronald 
Levy as supervisor. Its purpose: to 
evaluate all media research material 
as a means of guiding Gardner media 
people via regular evaluation reports. 

Kudos: Atlanta-based Liller, Neal, 
Battle & Lindsey, for its radio com- 
mercials for Colonial Stores, and 
Henderson Advertising, Green- 
ville, S. C, for its tv commercials for 
Texize Chemicals, named first prize 
winners in the Second Annual Awards 
presented by the Radio & Tv Repre- 
sentatives Association of Atlanta.. 
Competition was open to all South- 
eastern agencies. 

Admen on the move: Karl Voll- 
mer, named manager of Y&R's Chi- 
cago office . . . Chester Burger, to 
president of CCI . . . John Lyden, 
to vice chairman and James Doug- 
lass, named administrative v.p. of 
Ted Bates . . . Albert Ward, to 
Kudner as v.p. and director of tv 
and radio programing . . . Robert 
Wulfhorst, to v.p. and director of 
media research at Needham, Louis & 
Brorby . . . Chester Posey and 
Ralph Koser, named senior v.p.'s of 
McCann-Erickson (U.S.A.),. . . Jack 
Davis, Onofrio Paccione, Lester 
Rondell, John Rigor, and William 
Schultze, to v.p.'s of Grey . . . 
Frank Heaston, to marketing di- 
rector of the New York office of 
Gardner . . . Hal Tillson, to man- 
ager of the media department; 
George Wilcox, to media group su- 
pervisor; and John Set ear, to mar- 
keting supervisor at Leo Burnett. 

More about people: Thomas E. 
Abies and Robert F. Lewis elected as 
board of directors at Phillips-Ramsey, 
San Diego . . . Beckham, Koblitz, Los 
Angeles, named Martin Barsky an 
account executive . . . Albert J. 
Platta to treasurer at Klau-Van 
Pielersom-Dunlap, Milwaukee . . . 



David H. Stremmel returns to Au- 
brey, Finlay, Marley & Hodgson, Chi- 
cago, as account executive. 



FILM 



I 



Syndicators have never been 
loath to tie their sales efforts to 
a headline or some other subject 
of general interest. 

Witness Ziv-UA's Home Run Der- 1 
by this year, linked to the baseball 
season. 

Note also UAA is appealing to the 
Mark Twain revival this year with its 
single Warner Bros, feature, "Adven- 
tures of Mark Twain," designed to 
ride the crest of network shows this 
past month on the author. 

Sales: ITC's Interpol Calling, now 
in 109 markets, is also reportedly sold 
in 64 of the 75 top cities . . . WSAZ- 
TV, Huntington, purchased Popeye 
cartoons for its Steamboat Bill Show 
. . . UAA reports feature film sales 
and/or renewals with KVUE-TV, 
Sacramento; KLYD-TV, Bakersfield; 
KRSD-TV, Rapid City, Iowa; KTLE- 
TV, Pocatello, Idaho; KN DO-TV, 
Yakima; KYW-TV, Cleveland; WOR- 
TV, New York; KGNS-TV, Laredo; 
WTVT, Tampa; WCAX-TV, Burling- 
ton; WWL-TV, New Orleans; KENS- 
TV, San Antonio; WAFB-TV, Baton 
Rouge; KLAS-TV, Las Vegas; WJZ- 
TV. Baltimore; KTVU, Oakland, Cali- 
fornia; WVEC-TV, Norfolk, Va.; 
WLOS-TV, AsheviUe, N. C; WPSD- 
TV, Paducah, Kentucky; KXGN-TV, 
Glendive, Montana; KWRB-TV, Riv- 
erton, Wyoming; KGMB-TV, Hono- 
lulu, and WHEN-TV, Syracuse. 

Programs: Fremantle to distribute 
.the 20 June Johannson-Patterson 
heavyweight title match outside \he 
U. S., using a combination micro- 
wave relay, video tape, hot kine, and 
edited film. 

Strictly personnel: Wallace L. 
Hutchinson named ITC western di- 
vision sales manager . . . Harold 
Goldman, NTA executive v.p., an- 
nounces his resignation effective 2 
June. 

Commercials: A recent Schwerin 
report found that showcase, or spec- 
tacular, commercials, tend to be rela- 
tively ineffective when they take a 



SPONSOR • 4 JUNE 1960 



showbusiness rather than salesman's 
approach. 



NETWORKS 



Allstate Insurance (Burnett) has 
wound up with a third of Thriller 
(NBC TV) weekly for the fall 
after CBS TV had failed to hudge 
Garry Moore on his stand against 
too many commercial hreaks. 

Plymouth had been willing to give 
up half of its alternate weekly hour 
to Allstate. Sharing the other hour 
of the Moore show this fall: S. C. 
Johnson, Polaroid. 

Network tv sales and renewals: 

The Andy Griffith Show, a new. week- 
ly comedy series, will bow over CBS 
TV in October, on Mondays, 9:30-10 
p.m., for General Foods (B&B) . . . 
The Adventures of The Nelson Fam- 
ily, on ABC TV Wednesdays, 8:30-9 
p.m., will be sponsored next season by 
Coca-Cola (McMannl and Eastman 
Kodak ( JWT) . . .The Tab Hunter 
Show, new situation comedy series 
beginning on NBC TV this fall, Sun- 
days 8:30-9 p.m., is taken by P. 
Lorillard (L&N) and Westelox 
(BBDO) . . . The General Electric 
Tv Theatre has been renewed on CBS 
TV for the seventh consecutive year 
1 . . Warner-Lambert (Lambert & 
Feasley) has renewed The Loretta 
Young Show on NBC TV for next 
season . . . ABC TV will telecast a 
special pre-fight program on the 
Johansson-Patterson rematch 19 
June for Philco (BBDO) ... The 
Retail Clerks International Asso- 
ciation. AFL-CIO, has placed an or- 
der for NBC TV for 52-weeks partici- 
pations in Today. 

Network radio sales: Fiat Motor 
Co. (Grant) and Bristol-Myers put 

the SRO sign on the Johansson-Pat- 
terson heavyweight boxing match 20 
June on ABC radio . . . Studebaker- 
Packard (D'Arcy) will sponsor the 
summer-long World Jazz Series on 
CBS Radio . . . ABC Radio reports 
16 renewals among Breakfast Club 
sponsors of 1959 in the period 1 Jan- 
uary to mid-May. 

New network affiliations: KTNT- 
TV, Tacoma, Wash., to CBS TV . . . 
KUTV, Salt Lake City, to NBC TV 
. . . WEAN, Providence, R. I, to CBS 




• - the 
finest 



atmoap-here 



nation's 






* 



HIGHLY-RATED 
PRESTIGE* 

BETTER MUSIC 
STATION 

PBC 

Adult Radio 

MINNEAPOLIS - ST. PAUL 



ft. 



William V. Stewart - President 
Nationally represented by 

Daren F. McGavren Company 



Radio . . . WPEN, Philadelphia, to 
Mutual Broadcasting System. 

Network personnel notes : Leu 
Schlosser joins CBS Radio, New 
York, to assist in the coordination 
and development of programs and 
program services for the CBS-owned 
radio stations . . . Mortimer Wein- 
bach. v.p. and general counsel of 
ABC, becomes the ABC member of 
NAB's radio board of directors. 



RADIO STATIONS 



Ideas at work: 

• A bonus to program buyers: 
KCBH-FM. Beverly Hills, this month 
innovated a plan to "Advertise Our 
Advertisers." The idea: Clients will 
receive promotion of their programs 
and products via rotating miniature 
billboards on the back of the station's 
vehicles. These color billboards will 



SPONSOR • 4 JUNE 1960 



67 



FIRST WITH 
VIDEOTAPE 



IN SOUTH FLORIDA 




SCORES AGAIN WITH 
TOP MOVIES ON „ 

Th ea " s«a fS 

At 5 p.m., and in the late listening 
hours, Channel 10 brings to the screen 
outstanding feature-length movies. The 
best from the Hollywood libraries of 
RKO, Columbia, 20th Century, United 
Artists, Universal- International and 
J. Arthur Rank. Here's the time, the 
place and the audience for reaching 
all South Florida. 

Channel 10 offers the most complete facilities 
for selling your products: 1) Popular local 
personalities; 2) Finest film facilities; 3) Two com- 
plete videotape units— studio and remote— available 
for commercial production. It all adds up to more 
viewers per advertising dollar. 

•T.M. Ampcx Corp. 

YOUR KEY TO SALES IN 




PUBLIC SERVICE TELEVISION, INC. 
Q ABC NETWORK 

Nationally represented by EDWARD PETRY CO.. INC. 



travel some 500 miles throughout 
Southern California during each one- 
week exposure period. 

• "Su/.ie" goes around the 
world: To create further interest in 
"Suzie," the mascot or corporate sig- 
nature identified with KXOL, Fl. 
Worth, the station decided to send 
her around the world. The idea: her 
picture, sitting on a travelling bag 
with a portable radio tuned to KXOL, 
was drawn on a giant postcard and 
sent to news offices in N. Y., London, 
Paris, Berlin, Cairo, Moscow, New 
Delhi, Singapore, Manila, Tokyo, 
Honolulu, and San Francisco. The 
last office is then expected to mail the 
card back to the station. 

• Conditioned air contest: 
WAMP, Pittsburgh, is asking listen- 
ers to identify its mystery sounds. The 
idea: station will air, daily, a fa- 
miliar sound. Each week a winner 
will receive a portable air condi- 
tioner. 

• On the traffic safety front : 
As part of its annual summer cam- 
paign urging motorists and children 
to respect each other, WMCA, New 
York, has been recording safety spots 
in the city's schools. Children rang- 
ing from six to 14 will have their 
comments aired daily, starting now 
and continuing until September. 

Keystone Broadcasting Co., at a 
luncheon last week, announced the 
affiliation of KSEO, Durant, 
as its 1100th station. 

Keystone came into being January, 
1940. and had some 60 affiliated sta- 
tions with no sponsors. Today, with 
the signing of its 1100th station, 
Keystone boasts a coverage of 29 
million radio families in small mar- 
ket areas and is currently carrying 67 
nationally advertised products. 

On the fm front: WKJFFM, 

Pittsburgh, conducted an Fm Semi- 
nar, and luncheon, for key per- 
sonnel of the city's agencies last 
week. The purpose: to acquaint the 
adinen with up-to-date information on 
the present status of fm, the upsurge 
in new applications for fm station 
licenses, and the increase planned for 
the coining model season by all manu- 
I facturers of either fm-only radios, 
table fm-ain sets, or console fm-am 
combinations. 

And on the editorial front : W1NF, 



Manchester, Conn., last week aired a 
series of editorials, dubbed Freedom's 
Last Mile?, every hour, all during the 
broadcast day. As a climax to the 
week-long series, station aired a 50- 
minute, exclusive lecture by writer 
Barbara Ward. 

Thisa 'n' data: All Ft. Wayne ra- 
dio stations aired, simultaneously, a 
special Radio Free Europe program, 
moderated by regional v.p. for RFE, 
Carl Rupe . . . WGMS, Washington, 
D. C, this week initiates its new con- 
cept for summer radio — a "Summer 
Music Festival," highlighted by con- 
cert broadcasts from some of the mu- 
sic festivals and outdoor concert halls 
. . . Herbert E. Evans, president of 
Peoples Broadcasting Corp., was 
elected president of the National 
Council of the YMCA . . . Sports 
note: KING, Seattle, will air, ex- 
clusively, all University of Washing- 
ton football, baseball and track 
events during the next two years. 

Kudos: WGN, Chicago, and KNUZ, 
Houston, recipients of the Alfred P. 
Sloan Award for distinguished pub- 
lic service in highway safety . . . 
KSFO, San Francisco, commended 
for its "distinguished service in the 
training of students of radio broad- 
casting" by the Radio-Tv Guild of 
San Francisco State College . . . Alex 
Keese, manager of WFAA-AM-TV, 
Dallas, named winner of the Muzak 
Golden Ear Award for 1959 . . . 
Henry Schacht, farm reporter on 
KGO, San Francisco, awarded a Cer- 
tificate of Merit in the Metropolitan 
division of farm news adjudication 
from the California Associated Press 
Tv/Radio Association. 

Station staffers: Walter Conway, 
to v.p. of KD1A, Inc., Oakland . . . 
John DiMeo, to manager, and Ted 
Carlson, sales manager at KAYO, 
Seattle . . . George Logan, to asso- 
ciate farm program director for Cros- 
ley Broadcasting Corp. . . . Phil No- 
lan, to program director of KOMA, 
Oklahoma City . . . Paul McLaugh- 
lin, to the local sales department of 
WKNB, Hartford. 



REPRESENTATIVES 



PGW this week issued a 1960 
edition of its "Spot Tv Cost Yard* 
sticks.*' 



AND 



68 



SPONSOR • 4 JUNE 1960 



WBT. . . FIRST AS ALWAYS, IN PULSE 



Per cent 

GREATER 



First every Monday 
to Friday period 
in the Prime 
25-county 
Charlotte 
Marketing 
Area 



WBT averaged 57 per cent greater share of audi- 
ence than its nearest competitor in the Monday to 
Friday ratings. Proof once again that WBT, serving 
the nation's 24th radio market, is the voice of 
authority in the Piedmont Carolinas. 



*The January, 1960 Pulse 



Jefferson Standard 
Broadcasting Company 




50.000 

REPRESENTED NATIONALLY BY CBS RADIO SPOT SALES 



SPONSOR • 4 JUNE 1960 



.69 



TV STATIONS 



TOPCOTEM.GE 

fovMmcHAmisim 

BONUS COVERAGE 



This booklet gives a market-by- 
market assist iu estimating the cost of 
using various types of spot tv. 

In addition, the Cost Yardsticks 
show month-by-month average tem- 
peratures in 80 markets to. help plan 
seasonal campaigns. 

TvAR's latest braud comparison 
survey in five major markets shows 
a continued and sizable increase 
in the u umber of men and wom- 
en smoking filter cigarettes. 

Viewing the five markets as a 
whole, the increase in filter smokers 
over six months ago is 14% among 
men, 12% among women. Of all 
men, 62% smoke cigarettes, an in- 
crease of 3% over the last survey, 
with 29% smoking filters and 33% 
smoking non-filters. Of all women, 
52% smoke cigarettes, an increase of 
3% over the previous report, with 
35% preferring filters and 17% 
smoking non-filters. 

Tv case histories of various ad- 
vertisers have been chronicled 
by CBS TV Spot Sales in a series 
of nine brochures. 

In total, these brochures describe 
107 examples of campaigns under- 
taken by 97 different advertisers. 

Rep appointments — stations: 
WCAE, Pittsburgh, to Daren F. Mc- 
Gavren . . . KAPE, San Antonio, to 
Forjoe & Co. 

Rep appointments — personnel: 
John Dickinson, elected to the 
board of directors of Harrington, 
| Righter & Parsons . . . Morton Bar- 
rett, to Edward Petry & Co. as tv 
salesman in New York . . . Gilbert 
Miller, to an account executive at 
Venard, Rintoul & McConnell. 



TvB this week disclosed these 
two interesting statistical factors 
related to spot tv during 1959: 

1) A total of 238 companies spent 
850,000 or more in spot programs 
last year. S80,385,000 was spent 
in programs — representing 13.2% 
of the total 1959 national and regional 
spot tv expenditure of $605,603,000. 
Colgate and P&G each advertised 18 
brands on spot programs. American 
Home, General Mills, General Mo- 
tors, Lever, National Biscuit, and Ral- 
ston each used programs for nine or 
more brands. 

2) A total of 236 companies spent 
$50,000 or more in tv spot ID f s dur- 
ing 1959. §64,512,000 was spent 
on ID's — representing 10.7% of the 
total national and regional spot tv 
expenditure (see figure above) . Com- 
panies using ID's for 10 or more 
brands included American Home, 
Bristol-Myers, Colgate, Helene Curtis, 
General Foods, Nalley's, and P&G. 

WBNS-TV, Columbus, has put a 
new rate card Into effect which 
eliminates announcement fre- 
quency discounts. 

The new card features three, five 
and 10 daytime announcement pack- 
age plans at weekly discounts. 

A triple-treat merchandising pro- 
motion: WCPO-TV, Cincinnati, 
and Farson, Huff & Northlich agency 
teamed together in getting three ma- 
jor Cincinnati department stores to 
promote the station's shows. 

The idea: Each store set up both 
window and department displays fea- 
turing life-size cutouts of the station's 
personalities, closed-circuit tv. and 



new, exciting- 

music 



Joie efevivre 




SPONSOR • 4 JUNE 1960 



BRA+TLEBORO.VT. 



HAS DETAILS 



MEREDITH WOW, INC. 

is pleased 
to announce 

{he Appointments 

of 

WILLIAM O. WISEMAN 

as Station Manager of 
RADIO WOW - Omaha 

and of 
C. ALFRED LARSON 

as Station Manager of 
WOW-TV - Omaha 

Executive Vice President 
Meredith Broadcasting Company 
vjce resident & General Manager 
Meredith WOW. Inc. 



MEREDITH 
STATIONS 



I 



WOW Radio 
WOW-TV 

Omaha 



KCMO Radio 
KCMO-TV 

Kansas City, Mo. 



WHEN Radio 
WHEN-TV 

Syracuse, N. Y. 




W. O. "BILL" WISEMAN is a 
broadcasting rarity in that his per- 
sonal initials duplicate those of his 
station— "W.O.W." Bill is a 23-year 
veteran of RADIO WOW, coming to 
the station in 1937. He has served as 
Promotion Manager and since 1951 
as Sales Manager. He will continue 
as RADIO WOW Sales Manager. 
Bill has become widely known in 
broadcast advertising circles the coun- 
try over through his RADIO WOW 
presentations to agencies and clients. 




C. ALFRED "AL" LARSON 
joined RADIO WOW as a book- 
keeper in 1938. He successively served 
RADIO WOW as Office Manager 
and salesman and WOW-TV as Local 
Sales Manager. In 1953 he was ap- 
pointed Commercial Manager of 
Station KPHO-TV. Phoenix, where he 
remained for three years. Al then 
moved to Des Moines and a four- 
year stint as Assistant Director of 
Meredith Radio and TV Stations. 



KPHO Radio 
KPHO-TV 

Phoenix, Ariz. 



KRMG Radio 



Tulsa, Okla. 

Meredith Stations are affiliated with "Better Homes and Gardens" and "Successful Farming" Magazines 



sponsor • 4 JUNE 1960 



71 



how 
about a 
plane 





This is a really good buy. Our pilot has left for greener 
pastures and lie don't have the flying bug. So we're selling. 
This Super Custom 1957 Piper Tri-Pacer, in the words of 
the Danbnry (Conn.) School of Aeronautics where it is 
hangared is "in excellent condition and very clean." It's 
reasonably (and firmly) priced at $5500. 



DESCRIPTION 

Super Custom 1957 Piper Tri-Pacer 100 
HP, Model PA 22, blue and white 

EQUIPMENT 

12 Crystal Narco Super Homer Narco 
low frequency receiver. Directional 
tyro. Artificial horizon rate of climb, 
turn and bank 

CONDITION 

Exceptionally conditioned and clean. 
Always hangared (since new) 



HOURS 

460 hrs. total on aircraft and engine. 
Licensed until August 1960. 



PRICE 



$5500 firm 



CONTACT 

Box 27, SPONSOR or Walter Wilson, 
Danbury School of Aeronautics, Dan- 
bury Airport, Conn. Telephone Pioneer 
3-0072 



elevator cards calling attention to 
WCPO-TV's programs. 
Winners: James Ficken, v.p. and 
general manager of Campbell-Ewald, 
San Francisco, copped the $250 prize 
from WDSM-AM-TV, Duluth, for 
estimating the nearest actual time the 
first ship of the year entered the Du- 
luth ship canal, opening the 19th 
navigation season at the head of the 
Great Lakes ... J. W. Abernathy, 
merchandising director of KFSD-TV, 
San Diego, awarded first prize in the 
nation-wide Chun King Foods mer- 
chandising contest. 

Thisa 'n' data: Les Bieclerman, 
president of the Paul Bunyan Radio 
Network, this weekend begins broad- 
casting on different spots throughout 
Northern Michigan as the NBC Moni- 
tor vacation reporter . . . New quar- 
ters: WJXT, Jacksonville, is now oc- 
cupying its new million-dollar -plus 
Broadcast House. 

Kudos: To WDSU-TV, New Or- 
leans, the first award ever made to a 
tv station by the La. State Bar Asso- 
ciation for "excellence and distin- 
guished journalism in both reporting 
and interpreting the news" ... To 
WNBQ, Chicago, the highest award 
from the American Foundation for 
the Blind for its outstanding efforts 
in aiding the blind . . . Wayne 
Liles, farm director of KWTV, Okla- 
homa City, named outstanding farm 
broadcasting director in the nation 
for 1959 by the American Feed Man- 
ufacturers Association ... To West- 
inghouse Broadcasting Co., and 
its president Donald McGannon, the 
Tv & Radio Advertising Club of Phil- 
adelphia's Liberty Bell Award for 
public affairs programing ... To 
WJRT, Flint, Mich., the Alfred P. 
Sloan Award for highway safety . . . 
To WSB-TV, Atlanta, award cita- 
tions from the Associated Press 
Broadcasters Association for news 
coverage and news programs-features. 

On the personnel front : William 
Scruggs, Jr., to Southern sales rep- 
resentative for WSOC-TV, Charlotte 
. . . George Allen, to special assist- 
ant to the president of Meredith Pub- 
lishing Co. . . . Harry Zimmerman, 
to account executive at KSTP-TV, 
Minneapolis-St. Paul . . . Jack Greg- 
ory, to account executive at KGO- 
TV, San Francisco. 



72 



SPONSOR • 4 JUNE 1960 



65,429 entries in WSB Radio birthday car contest! 



How far will a 1960 Renault Dauphine go on a gallon 
of gas? As a fun-feature of WSB Radio's 38th Birthday 
celebration in March, listeners were invited to send in 
their guess — nearest accurate to get the Renault! Con- 
test was in cooperation with Joy Motor Company, At- 
lanta; test run supervised by the Georgia Motor Club, 
AAA affiliate. 

The 3-week radio promotion produced a record pull 
of over 65,000 entries. This performance leads to the 
natural observation: How far can you go on radio? Far, 
friend, far! . . . when you're on WSB Radio in Atlanta! 



WSB 
Radio 

The Voice of the South / Atlanta 



Rtprnrntrd fry 




Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Represented by Petry. Associated with WS0C/WS0C-TV, Charlotte; WHI0/WHI0-TV, Dayton. 
sponsor • 4 june 1960 73 




BALTIMORE? TULSA? 
DALLAS? 




NO, THIS IS "KNOE-LAND" 

(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 

JUST LOOK AT THIS MARKET DATA 

Population 1,520,100 Drug Sales $ 40,355,000 

Households 423,600 Automotive Sales $ 299,539,000 

Consumer Spendable Income General Merchandise $ 148,789,000 

51,761,169,000 Total Retail Sales 51,286,255,000 
Food Sales $ 300,486,000 

KNOE-TV AVERAGES 79.1% SHARE OF AUDIENCE 

According to March 1960 ARB we average 79.1% share of audience from 
9 *.m. to midnight, 7 days a week. 



KNOE-TV 



CBS • ABC 
A James A. Noe Station 
Channel 8 Represented by 

Monroe, Louisiana H-R Television, Inc. 

l*h%1> 'The es.000 barrel-per-day refinery of the Lion Oil Division, Vontanto Chemittl 
perrp 9t El Dorodn Arktnste. where more than 90 petroleum products ire mmde." 



HOOPLA 

{Continued from page 37) 

dealer area is considerably bright- 
ened by the fact that money is now 
being made on color. RCA president 
John L. Burns reported recently that 
his company made money on color 
last year for the first time. 

Sidles ad manager, Ben Weisman, 
can also report his company on the 
profit side of the ledger as regards 
color tv sets. Weisman says that 
Sidles can look back on a steady, if 
not rapid, rise in color sales — espe- 
cially welcome since black-and-white 
sales have dipped. 

Weisman finds the promotions an 
indispensable weapon in moving sets 
to dealers. He's not brash enough to 
predict just how fast color sales will 
rise in the next few years, but he feels 
that the future strongly depends on 
the volume of color programing. 

There's no immediate expectation 
of a drop in set prices. The base 
figure of $495 for table models re- 
mains in force for the new line. 

Like RCA's Burns, he's looking for- 
ward to other manufacturers coming 
in with both feet. People in the color 
tv set business welcome competition. 
It can only help. ^ 



Congress of Motor Hotels 

TRAVEL GUIDE 



W 

^{S- A *>y BILL R OAME R _ 

BURBANK, CALIF. 

Luxurious accommodations close 
to NBC, Warner Brothers, Co- 
lumbia and Disney Studios. Min- 
utes to downtown Los Angeles. 
New, modern units with TV, 
Hi-Fi, phones, air- 



conditioning. Kiteh- ^^^alfc 
enettes. Beautiful J^P*S 




SAFARI 
MOTOR HOTEL 

1911 West Olive Avenue 
BURBANK, CALIF. 



FREE! 

Write to this motel for 
copy of I960 edition of 
free TRAVEL GUIDE. 
Lists over 700 fine motels 

COAST-TO-COAST 
INSPtCTtD and APPROVED 




1 



Hit, 

"lilt 
. i 



•kilt 

ii an 

is 

31 

ilk 

iit 

rp. 

[■ 

'<" 
?!or 
* 
t 



WLOS-TV 




Carolina 




THE CAROLINA TRIAD 

6 States • 62 Counties 



WLOS-TV is number one in the 
Carolina Triad -in every day part! 

The Greenville-Asheville-Spartanburg March 
ARB shows WLOS-TV delivers an average of 
34,000 homes per quarter-hour from 9:00 a.m. 
to midnight, Sunday through Saturday-108.6% 
more homes than station "C"; 21.4% more 
than station "B"! And it's no wonder the Triad 
loves WLOS-TV . . . with the South's highest 
tower— bringing the top shows into homes in 
all 62 counties of the Triad. Your PGW Colonel 
has the full story. 

WLOS-TV e 

ASHEVILLE— Also serving 
GREENVILLE, SPARTANBURG 



£|X REPRESENTED BY PETERS, GRIFFIN, WOODWARD, INC. 
^tS. SOUTHEASTERN REPRESENTATIVE: JAMES S.AYERS CO. 



j 

W VJ 
WLC S-TV 

WF( VTV 

(Afi /ate) 



wmca 



pro. rii-iz! ! 



William D. Hamilton 




■ In past weeks a self-styled Hitler 
threatened to blow up Bill Hamilton 
while an 80 year old woman blessed him 
for getting her welfare checks back. A 
European cabinet minister called him a 
liar, during which time a convict in 
prison packed his bags wondering how 
Hamilton arranged the release. The State 
Department met Bill in Washington and 
in Dayton, Ohio State University pre- 
sented a first place award to "Justice", a 
show he produces as WMCA's Director 
of Public Affairs. Consider this brief 
interlude against 15 years and 2000 radio 
shows with the United Nations, CBS, 
J. Walter Thompson and ABC as Na- 
tional Program Director; add, if you will, 
a couple of Peabodies and it is immedi- 
ately understood why Bill Hamilton 
snaps his fingers, retires to Garden City 
to songstress-wife Denise Lor and a 
houseful of boys, where he undergoes a 
strange metamorphosis becoming a 
nerve-wracked Little League coach . 



AM Radio Sales 



Jack Masla it Co., Inc. 



Radio Press International 



wmca 

NEW ■ YORK 

wbny 

BUFFALO 

&rpi 



4A RATE CARD 

[Continued from page 44 I 

The cards were developed by a 
large broadcast committee of the 
4A's which included 15 persons 
from top agencies in major markets 
( see complete listing in caption on 
page 44 ) . Heading the committee 
were Leonard Matthews, vice presi- 
dent for media at Leo Burnett Co., 
Chicago, chairman, and Ruth Jones, 
media supervisor at J. W alter Thomp- 
son, vice chairman. 

The 4A group has worked over 
the past several months with industry 
groups: the National Assn. of Broad- 
casters, Television Bureau of Adver- 
tising and Radio Advertising Bureau. 
The agency association reports the 
forms "are designed to meet changes 
in the industry which have taken 
place since 1946, when the NAB last 
issued recommended forms for radio 
stations, and 1950, when Broadcast 
Advertising Bureau issued forms for 
tv stations." 

Most of the industry changes since 
then have been taken into serious ac-. 
count in the recommended forms and 
their content. But, commented one 
representative, this is more true of the 
tv than the radio card. 

"Tv is much more standardized 
than radio, and many radio stations 
are still following the theory of 
charging what the traffic will bear! 
The inclusion of a program rate cate- 
gory for radio is also unrealistic, be- 
cause few stations are selling any 
program length. The bulk of the busi- 
ness is in spot announcements and 
participations." 

Several station people and their 
reps stressed this last fact, and the 
consequent need for more package 
rate information on the card. One 
station sales manager commented: 
"We lose a valuable selling tool by 
standardizing the rate card. This is a 
lever for the salesman, and we try to 
use gimmicks, distinctive printing 
and colors, as well as different facts 
to impress the buyer when we're call- 
ing on him." 

Several reps said they'd like more 
prominence given to the space for 
spot package rates, and that these 
should take precedence over program 
information. 

Most major representatives, how- 
ever, took the same stand as Carl 
Schuele, president and general mana- 
ger of Broadcast Time Sales. He said, 
"I've asked for more cards, and I'm 



sending them out to all our stations 
with the recommendation that they 
be used immediately. The 4A idea 
for standardization is a move in the 
right direction, and the card is as 
good a one as I have seen, even 
though it could be improved." 

Mr. Schuele and many of his col- 
leagues would still prefer "something 
simpler," but they concede this is the 
simplest form to date. Arthur McCoy, 
vice president for radio at John Blair 
& Co., thinks the broadcast committee 
"has done a fine job with the new 
format" and he's recommending it to 
the Blair radio stations. 

Buyers agree that the card is by no 
means "the be-all and end-all" of rate 
information. But they think stand- 
ardization of format as well as con- 
tent "will do away with much of the 
confusion which comes with a wide 
variety of sizes, shapes and irrelevant 
information" — as one buyer put it. 

Another buyer suspects that the 
sample cards will be most valuable 
to "smaller stations, and especially 
smaller radio stations. They're the 
ones who clutter up a card with pro- 
motional material and hard-sell 
words, confusing statistics, hard-to- 
decode rates." 

One rep was disgruntled that no 
station representatives were included 
in the industry advisory group for 
the agency committee members. But 
one buyer, when asked his reaction 
to this, said sharply: "Buyers still 
know more about buying than reps 
do, although a few reps don't seem 
to think so! 

"Buyers know better than the sell- 
ers what type of information they 
need to do a job, and in what kind 
of form it is most usable in serving 
the buying needs. However, I think 
most reps realize this, and go along 
with any techniques or systems we 
suggest." 

Stations and representatives also 
received in the rate card mailing 
a small instruction booklet for pre- 
paring the content of the card. 

The 4A cautions, however, that the 
card and the directions for preparing 
it "are not intended to suggest poli- 
cies and practices. They relate only 
to the type of information agencies 
and advertisers need from broadcast- 
ers, and the uniform arrangement of 
such data." The sequence of informa- 
tion on the card corresponds to that 
preferred by timebuyers, 4A noted. 



76 



SPONSOR • 4 JUNE 1960 




in the PITTSBURGH AREA 

Take TAE 
and See 

how you can buy blindfolded 
and reach more homes for your 
money during peak viewing 
hours. See your Katz man for a 
demonstration. Or write WTAE 
for free "Blindfold Kit." 

wTae 

4 



i 



4* 



CHANNEL 





IN THE 



OF KANSAS 



01 




68 out of 72 
Quarter Hours lsts 

MORE THAN 
ALL OTHER STATIONS COMBINED 

Latest Pulse 




'top! 

1490 ON THE DIAL 



Tv and radio 
NEWSMAKERS 





Bernard Piatt, vice president and assistant 
publisher of SPONSOR, has been named ex- 
ecutive v.p. In his new capacity, Piatt will 
assume full charge of operations at spon- 
sor, coordinating all day-to-day activities 
of its editorial, advertising, circulation, and 
financial departments. This appointment 
will enable publisher Norman R. Glenn to 
devote more of his time to sponsor's other 
expanding activities. Piatt, who started his trade publication career 
in 1932, with Broadcasting, has been with sponsor for 11 years. 

Ray W. Ervin succeeds Francis M. Fitz- 
gerald as national sales manager of WGIV. 
Charlotte. He has been with the station, 
as local sales manager, since 1953. Pre- 
vious to joining WGIV, he spent 20 years 
with Metro-Goldwyn-Mayer. Ervin. is well 
known in Charlotte for his activities in 
civic affairs, which include membership on 
the board of the Better Business Bureau 

and in the National Council of Christians and Jews. Fitzgerald will 
concentrate on an expansion plan and programing for the station. 

William W. Joyce will take over as man- 
ager of the Detroit office of The Katz 
Agency in mid-June. He is currently serv- 
ing as v.p. and tv sales manager in Chicago. 
Joyce joined the agency 15 years ago in the 
Chicago radio sales department, switching 
to tv sales in 1946. He became tv sales 
manager in 1957 and the next year was 
made v.p. Before Katz, Joyce was with 
the World Broadcasting System. His replacement in Chicago is Alan 
T. Axtell, who precedes James E. Muse as St. Louis sales manager. 

Elliott Plowe assumes his new title of 
president, Grant Advertising, with the 
agency's national headquarters move to 
New York. He will be responsible for all of 
Grant's U.S. operations. After six years at 
BBDO, where he served as v.p. and account 
supervisor, Plowe left to join Grant as 
senior v.p. in 1960. He started his adver- 
tising career with H. J. Heinz in 1936, 
resigning in 1950 to become advertising manager of Peter Paul. He 
later became director of advertising, remained there until 1954. 





78 



SPONSOR • 4 JUNE 1960 



The largest route network of any airline . 
more than 8 times around the world! 



204,500 UNDUPLICATED MILES! A distance no 
other airline can match. The Air France fleet covers 
the largest network of routes in the world. A vast 
system that links a total of 220 cities, 76 countries, 
and 5 continents. Almost two times larger than any 
other airline in the skies today! 
But size is just one of the many things passengers 
are impressed with on Air France. The world's largest 
airline flies the world's most thoroughly tested jets... 
Boeing 707 Intercontinental for long-range trips or 



the greatly favored Caravelle Jets for shorter jour- 
neys. All transatlantic flights are piloted by men each 
with 10,000 hours of flying experience. And back of 
every take-off is a priceless reservoir of meticulous 
training, technical skill and flying ability gained by 
more than 7 years of intensive experience with pure 
jet aircraft. 

No wonder more than 3,000,000 passengers confi- 
dently flew Air France planes in 1959 and will be 
joined by many, many more in 1960! 



AIR FRANCE cPUTT 

WORLD'S LARGEST AIRLINE / WORLD'S MOST PERSONAL SERVICE 



SPONSOR • 4 JUNE 1960 



79 



frank talk to buyers of 
air media facilities 



The seller's viewpoint 



Ipplv this basic formula for research — seek, accept, and believe — and you'll 
find research will work for you, is the advice to clients, agencies, advertisers 
and .salesmen, given here by Dorothy L. Allen, associate director of research, 
National Telefilm Associates, Inc., New York. "Nearly everything today is 
tested in some way to determine its popularity and efficiency," she says. 
""Ninety percent of the effectiveness of these tests is your belief in the tester 
and its results.^ So instead of fighting the facts, learn to understand them. 




S + A + B = EUREKA! 



aught in the web of figures, analyses, rating re- 
ports, presentations, etc. revolving in this research 
world of mine, I suddenly realize how badly clients, 
agencies, advertisers, and even our very own sales- 
men, need to seek research, accept research, and 
thus understand and believe research. Then, and 
only then, will it prove a helpful tool in their par- 
ticular jobs. 

Too often, you think that research is your enemy, 
but the way it is interpreted and used, rather than 
the research itself, is of great importance. Research 
could be your best ally if you would only — 

1. Seek! Stop relying on your own opinions and 
memory. Stop looking at a station, program, or 
product, as you, one person, see it. Decisions on the 
basis of mere hearsay are exceptionally inaccurate 
and extremely dangerous to our industry. Seek the 
facts! Seek research! 

2. Accept! So often the advertiser honestly seeks 
farts and figures, yet fails to comprehend and accept 
the results. If the figures prove to be worse than 
expected, who's to blame? The researcher, who else? 
Here are a few famous last words: "The sample was 
too small." "Those electronic machines aren't ac- 
curate." "The questionnaires weren't extensive 
enough." 

Why not accept the facts! We're all in the same 
boat all being judged by the same services, which 
■■ire HippoM'dly "acceptable" in our industry. Instead 



of attacking researcher and the research services, 
take the constructive criticism these figures imply, 
and use some of that energy to improve. 

3. Believe! Know that a sample is a scale model 
of a subject. It's not so much its size, but its exact- 
ness that is important. Nearly everything today is 
tested in some way to determine its popularity, effi- 
ciency, public opinion, etc. Ninety percent of the 
effectiveness of these tests is your trust, and your 
belief in the "tester" and its results. So why con- 
stantly fight the end result? 

When your wife prepares soup, doesn't she sample 
it? Who says the whole pot will taste exactly like 
her spoonful? You accept it because y r ou believe 
in her ability. 

When you approach the top of a gigantic hill, do 
you get out of your car and look over the edge to see 
if the road still continues below? No, you accept 
and believe the ability of the state, the road-signs, 
and the highway department — so you drive onward 
without hesitation. 

I know all us "underdogs," the "researchers," will 
join me in saying, C'mon you guys — get off our 
necks! Go ahead, test these three simple rules and 
make research work for you. You'll see we're on 
your side. We seek your problems, accept the re- 
sponsibility, and believe we can be of help. 

We take our own advice and use the formula — 
S + A + B = E. Why don't you try it? & 



0 



SPONSOR • 4 JUNE 1960 



Best Over Puget Sound 

effective June 1 

KTNT-TV 

CHANNEL 11 

became an affiliate of the 

CBS 

TELEVISION NETWORK 

in the 

SEATTLE TACOMA 



AREA 




| Ask your WEED TELEVISION man 

Best Over Puget Sound 

SPONSOR • 4 JUNE 1960 81 




New publication date for SPONSOR 

Beginning u ith the next issue your copy of sponsor will 
rarrv a Mondav rather than a Saturday dateline. 

Thu> next week's issue will be dated 13 June, rather than 
1 1 June according to our previous schedule. 

As far as SPONSOR readers are concerned, the change in 
publishing dates will make little if any difference in when you 
receive your copy of The Weekly Magazine Radio /Tv Adver- 
tisers Use. 

SPONSOR will continue to be delivered on Mondays through- 
out the country. 

But to sponsor editors, the Monday dateline will mean a 
great deal in their ability to bring you up-to-the-minute 
industry news. 

Nearly all other weekly trade publications in the radio/tv 
and advertising fields come out on Mondays. Many large 
companies time their announcements of changes, new proj- 
ects, or personnel reorganizations for Monday release. 

In the past the only way in which sponsor could run these 
announcements in a Saturday-dated book, was by fighting, 
arguing, begging, and beseeching for favors, which many cor- 
porations were understandably reluctant to grant. 

^Tien this happened we were faced with the choice of run- 
ning the news five or six days after it had been aired in other 
publications or of ignoring it altogether. 

Our new Monday publication date will give sponsor an 
even greater grasp of industry affairs, and will allow us to 
serve the agencies and advertisers who use the air media with 
even greater efficiency. 

Incidentally, this change in issue date is the first in a series 
of sponsor reorganization plans being undertaken by our new 
executive vice president Bernard Piatt, who has assumed full 
responsibility for sponsor's day-to-day operations (see p. 78.) 

THIS WE FIGHT FOR: Continuing, unremit- 
ting pressure to clear up the paper work jungle 
in radio/tv spot. Has your station agreed to 
adopt the new standardized spot billing form? 




lO-SECOND SPOTS 

Who'd have thought it? In New I 

York City, The Emotional Appeal In- 
stitute is located in The Emotional 
Appeal Building, 35 West 43rd. Aot 
as tall as the Empire State, but bigger 
in heart. 

Replacement for "adults": Then 
there's the Western beatnik who w ants 
television to put on the Zen Grey 
Theatre.— Phil Stone, CHUM, To- 
ronto. 

Tv influence: Dialogue from new 
off-Broadway revue "Up Your Alley" 
— "What did people smoke before fil- 
ters and porous paper?" 
"Tobacco." 

The dreamer: An elderly man went I J 
to a psychiatrist and complained I «^ 
about dreaming of lovely, lightly clad L| 
young ladies who kept running in and 
out of his house all night. 

"So you want me to cure you of 
this dream?" asked the psychiatrist. 

"Oh, no," exclaimed the old-timer. I 
"1 just want you to make them stop 
slamming the door." — Carl deSuze. 
WBZ, Boston. 

Never underestimate the power: 

News release from KNEW, Spokane, 
Wash. — "Can a housewife stuff $100 
worth of groceries in a shopping cart 
in two minutes? Yes, many have in 
C&H Sugar's "Shopping Spree" con- 
test. KNEW calls listeners at random I 
and asks them to quote or read from " 
certain portions of a bag of C&H 
Sugar . . . and then if party is able 
to answer another easy question they 
can win free up to the S100 limit all 
the groceries they can put in their 
shopping cart within two minutes at 
their favorite supermarket. . ." W ell, 
that should spoil a lot of wives for 
shopping. 

Alert: "Our Washington man smug- I 
gled out of one of the Federal agen- 
cies a copy of a master air-raid man- 
ual which contains an instruction that 
we feel should be given the widest 
possible circulation: "All funeral 
coaches must pull to the curb and 
stop when the siren sounds, although 
the occupants are not required to 
seek shelter." — Caskie Stinnett in 
"Speaking of Holiday." 



sponsor • 4 JUNE 1960 



3TS 



Everywhere people are saying 



Lancaster- Harrisburg-York 

is one TV market when 
jse WGAL-TV 




MULTI-CITY TV MARKET 




WGAL-TV 

is favored by viewers in Lancaster- Harrisburg-York, 
plus Gettysburg, Hanover, Lebanon, Chambersburg, 
Lewistown, Carlisle, Shamokin, Waynesboro, and many 
other communities. Profit-proved for advertisers, this 
multi-city market is important to your selling plans. 




316,000 WATTS 



Representative: The MEEKER Company, Inc. New York 



WGAL-TV 

Lancaster, Pa. 

NBC and CBS 



STEINMAN STATION 
Clair McCollough, Pres. 

Chicago • Los Angeles • San Francisco 





Does the 
March Nielsen shed 
a ray of light on 
Jacksonville 
TV? 





The March Nielsen for Jacksonville — as in past books 
— shows WFGA-TV ratings going up, up, up! 
WFGA-TV now delivers a 49% metro share-of-audience 
9:00 a.m. to midnight Sunday thru Saturday. 

See your PGW Colonel for complete details and discover 
that WFGA-TV is the station to watch in Jacksonville. 



WFGA-TV 



JACKSONVILLE 



G 




REPRESENTED NATIONALLY BY PETERS, GRIFFIN, WOODWARD, INC.